×
You will be redirected back to your article in seconds

CBS, Twitter to Sell Video Ads in Tweets for 42 Shows This Fall

The Eye plans to launch promoted-tweet video campaigns over the next few weeks for TV and online brands

CBS is now Twitter’s biggest partner in the TV biz, with the companies announcing a pact to sell sponsored video-based tweets for 42 of the Eye’s shows as well as many of its Internet properties this fall.

The partnership will cover 24 CBS brands, going beyond TV, and will include CBS.com, CBSSports.com and CBSSports.com Fantasy and CBS News, GameSpot, TVGuide.com, CNET and ZDNet, said David Morris, chief client officer of CBS Interactive.

The Twitter Amplify program, which lets media companies place sponsored tweets with embedded video clips, offers the opportunity to connect audiences on TV and online, in “real time on the world’s biggest and most social platform,” Morris said.

SEE ALSO: Twittervision: How Video + Social Media Will Change Twitter (and Entertainment)

CBS and Twitter made the announcement Monday at a presentation to advertisers and agencies as part of New York’s Advertising Week.

The deal with CBS is one of the most comprehensive partnerships for Twitter’s Amplify, covering sports, news and entertainment programming, according to Glenn Brown, director of Twitter Amplify partnerships.

Twitter is doubling down efforts to generate revenue from TV networks, ahead of its initial public offering expected in the next few months. Earlier this month the social media company filed documents for an IPO, but those are confidential for now under a 2012 law intended to spur smaller businesses to go public.

Twitter’s 30-plus other Amplify partners include ESPN, Turner Sports and the NBA, Viacom, Fox, BBC America, Fuse TV, The Weather Channel, A+E Networks, Discovery Communications and Major League Baseball.

To date, Twitter has run about 16 campaigns with about 20 different sponsors, Brown said. Those include Sony Pictures Entertainment’s promotion or “This Is the End” in Turner’s NBA highlights; Heineken’s promoted tweets for U.S. Open replays, in a deal with the USTA; and Verizon Wireless sponsored tweets for ESPN’s college football.

CBS hasn’t clinched advertising deals yet for Twitter Amplify, according to Morris, but he said one advertiser wanted to buy in with 20 shows packaged together. The Eye’s Amplify programs will include “60 Minutes in 60 Seconds,” CBS primetime programming and CNET’s “The Next Big Thing” series.

In their pitch to Madison Avenue, Twitter execs position the service as “the social soundtrack of television,” emphasizing its real-time and public nature — contrasting that with the closed environment of Facebook. Twitter has said it has more than 200 million active users, who send up to 1 billion tweets over a 48-hour period.

Separately, CBS over the weekend began using Videogram, a new video-visualization application, on Twitter to promote four new comedies fall 2013 TV season — “The Crazy Ones,” starring Robin Williams and Sarah Michelle Gellar, as well as “Mom,” “We Are Men” and “The Millers.”

In addition, the Eye is in the midst of #CBSTweetWeek, which actually runs longer than a week — from Sept. 18 to Oct. 3. The promotion, CBS’s fifth annual “Tweet Week,” features talent from its shows tweeting live with fans and sharing photos and videos on Twitter, Instagram and Vine.

About 85% of Americans watch primetime TV while using tablet or smartphone, according to a Nielsen study from November 2012.

“There is a force multiplier when you add Twitter to your TV (advertising) investment,” said Matt Derella, head of sales to large marketers in the U.S. He touted figures from Nielsen that show Twitter campaigns coupled with TV ads deliver 95% stronger message association, 58% higher purchase intent and 27% increase in engagement.

SEE ALSO: Twitter Lures Top Google Exec to Focus on Entertainment Biz

There are synergies between TV and Twitter, but it isn’t completely clear what causes some highly tweeted shows to have high ratings. A Nielsen study released in August found that live TV ratings had a statistically significant impact in related tweets among 48% of the episodes sampled, while the volume of tweets caused statistical lifts in live ratings among 29% of the eps. But Nielsen doesn’t know why some TV shows work better with Twitter than others.

More TV

  • Biggest Scandals Feuds and Apologies of

    Biggest Scandals, Feuds and Apologies of 2019

    Variety looks back on some of the biggest scandals, feuds and apologies of 2019: College Admissions Scandal Wealthy parents including Felicity Huffman and Lori Loughlin were charged with bribing school officials to get their unqualified kids into prestigious universities. Shane Gillis Executives at “SNL” hired, then fired, Gillis in September, before the new season started, [...]

  • Biggest Media Moments of 2019

    From 'Catch & Kill' to Shepard Smith: The Biggest Media Moments of 2019

    Variety looks back on some of the most memorable media events of 2019: ‘Catch & Kill’ Reopens Wounds at NBC News Ronan Farrow’s book relitigates his complaints that NBC News tried to tamp down his investigation of harassment and assault allegations against Harvey Weinstein. NBC News denies the claim. The book contains new allegations against [...]

  • Reno 911

    'Reno 911!' Revival Set at Quibi

    The classic Comedy Central series “Reno 911!” is being revived at Quibi for a seventh season. The original series ran from 2003 to 2009. Original series creators and cast members Robert Ben Garant, Thomas Lennon, and Kerri Kenney-Silver are attached to write and star in the new season. Peter Principato of Artists First will executive [...]

  • 8/23/19Executive Producer Vin Di Bona, Executive

    From YouTube to TikTok, 'AFV' Embraces Emerging Platforms to Stay on Top at 30

    Even as technology caught up to ABC’s “America’s Funniest Home Videos,” the 30-year-old clip show found a way to co-exist with online viral videos. “We’ve worked with YouTube and Snapchat and other platforms to embrace how we can utilize what we do and what they do,” says “AFV” creator Vin Di Bona. Since it began [...]

  • The Two Popes Netflix

    'Two Popes' Walk Into Abbey Road Recording Studio (No Joke)

    The soundtrack to Netflix’s “The Two Popes” is the tonally diverse product of Grammy Award-winning musician Bryce Dessner who was tasked by director Fernando Meirelles to score the film, generating large-scale cinematic energy to unseen, intimate moments between religious figures.  Scheduled for release on Friday, Dec. 20, “The Two Popes” explores the friendship between Pope [...]

  • Isabella Gomez Says Auditions 'Dwindled' After

    Isabella Gomez Says Auditions 'Dwindled' After 'One Day At A Time'

    Actress Isabella Gomez claims she started receiving less auditions once it became known she was Latina after starring as Elena Alvarez in “One Day at a Time.”  “It’s interesting because I am white passing. So, when I got here people didn’t know I was Latina. I was going out all the time, getting call backs [...]

  • "A Party Invitation, Football Grapes and

    TV Ratings: 'Young Sheldon' Rises Up Against 'Thursday Night Football'

    Up against fierce competition in the form of a blockbuster “Thursday Night Football” between the Dallas Cowboys and the Chicago Bears, “Young Sheldon” managed to gain week-to-week and top the scripted TV ratings chart for the night. The “Big Bang Theory” spinoff scored a 1.1 rating among adults 18-49, up 12% from the 0.98 rating [...]

More From Our Brands

Access exclusive content