There has been a number of great marketing programs in the past where TV networks have teamed up with social channels to create buzz for new premieres and special programs (like SyFy’s Sharknado movies), to great effectiveness. Twitter takes a large part in this, and with the fall season premieres set to begin this week, they’re not likely to slow down anytime soon.
This report from Adweek indicates that both advertisers and users benefit from such campaigns, especially on Twitter, according to numbers compiled by the site in the TVxTwitter Playbook.
“The TV conversation on Twitter strongly influences mainstream media as well as consumer attitudes and behaviors,” said Twitter global media and agency research director Anjali Midha. “As the research in our TVxTwitter Playbook demonstrates, there are actionable strategies and tactics that can help both programming content and advertising work harder by tapping into the power of their audiences.”
The full infographic is below, but here are some effective takeaways from the results.
- In the U.S. last year, there were one billion tweets about television.
- 87 percent of tweets about TV come from mobile devices
- 93 percent of Twitter users have a cable subscription in some form
- 85 percent of active Twitter users tweet about TV mostly during prime-time hours.
- With some form of hashtag integration, a TV show can gain a 20 percent increase in Tweets per minute. (One example of this: WWE’s programming, which makes heavy usage of hashtags during its shows.)
- Shows like the Oscars and MTV Video Music Awards show an increase in attention on Twitter, compared to just talking about it on the Internet in general. (This is especially true with last night’s Emmys broadcast.)
- Four out of five users active during prime-time hours have mentioned brands in their Tweets.
- 99 percent of active Twitter users during these same hours were exposed to at least one brand-related Tweet.
Check out the full statistics in the infographic below.