There is a substantial overlap between Twitter users who tweet about brands and those who tweet about TV, suggesting that advertisers can leverage Twitter TV activity to bolster their brand messages, according to recent data released by Nielsen’s SocialGuide. Based on an analysis conducted from August through October 2013, the researchers found that not only did “TV tweeters” make up 73% of the number of people who tweeted about brands during the study period, but they also accounted for an outsized 89% of tweets sent about brands.
Overall, 17.2 million unique authors sent tweets about TV during the study period, while 7.6 million tweeted about brands. The overlap results in 5.5 million people tweeting about both brands and TV. Among those 5.5 million, the most commonly tweeted brand categories were: consumer electronics (74%); restaurants (48%); food (29%); beverages (27%); and automotive (24%).
In related news, a recent study conducted by MarketShare suggests that TV ads are more effective when paired with paid Twitter advertising than without. The study was too narrow in scope to draw definitive conclusions on the relationship, but the results are intriguing nonetheless. Focusing on new mobile service subscribers in the UK, MarketShare found that the average customer acquisition cost was roughly $83 among carriers combining TV ads with Twitter advertising, compared to an average of $131 for those advertising on TV only. It’s also important to avoid conflating correlation with causation here; those carriers advertising on both TV and Twitter may simply have had a better message or value proposition for consumers.
Nevertheless, advertisers in the US are seeing more ROI from their Twitter efforts, and 1 in 5 are now using Twitter in conjunction with a TV campaign, according to recent survey results from Ad Age.
MarketingCharts tracks the top TV programs on Twitter on a weekly basis. The latest rankings can be found here.