You will be redirected back to your article in seconds

Twitter Kick: TV-Related Tweets Spur Most Users to Action, Twitter and Fox Study Says

Twitter has argued that it can supercharge TV viewing, and now has more data to back that up: a new study shows that 92% of Twitter users have taken immediate an action — like tune to live TV or search for a program — after seeing a tweet about a TV show.

Moreover, Twitter users who recall seeing tweets that mention a TV show’s advertisers are more likely to have a positive perception of the brand, according to the study, which was commissioned by Fox Broadcasting and Twitter.

But there are a few caveats. First, the study was commissioned by two companies eager to show that TV and tweeting are like two peas in a pod. The survey also gauges how many Twitter users have ever taken an action based on a tweet, but it doesn’t shed any light on how frequently they do so. Finally, it’s self-reported data, so it’s uncertain how many people who said they watched a TV show because of a tweet really did.

Still, the survey indicated that Twitter impressions have a bigger effect on behavior than the companies thought, according to Judit Nagy, Fox VP of analytics.

“We wanted to see whether people who are exposed to tweets about primetime TV shows and brands care about the tweets, or if they just look at it and then just move on,” she said. “The level of engagement we found was surprising.”

SEE ALSO: Nielsen and Twitter Unveil Social TV Metrics, Showing How Little Tweets Line Up with Ratings

Previous research has shown links between TV and Twitter. According to a Nielsen study last year, which analyzed live TV ratings and tweets for 221 broadcast primetime show episodes, the volume of tweets caused statistically significant increases in live ratings among 29% of the eps.

According to the new Fox/Twitter study, most of those who are exposed to TV-related tweets not only have taken immediate action around a given show, but are also likely to watch a show they’ve never watched before or resume watching a show that they’d previously stopped watching.

Of those who recall seeing TV-related tweets, 76% have searched for a show, 78% have taken action on Twitter (like click on the show’s hashtag or retweet TV-related tweets) and 77% have watched TV show content.

In addition, 42% said they have made a plan to watch the show later, 38% watched episodes online and 33% have changed the channel to watch the show in response to tweets about a TV show.

For tweets that mentioned advertisers, 54% of respondents who said they recalled seeing such tweets have taken action by tweeting, searching for the brand online or considering to try the brand mentioned. Additionally, 48% of respondents said that after seeing a brand’s on-air ad they were more likely to remember seeing a tweet from that brand.

Another finding: TV actors and talent are the most-preferred source of tweets among Twitter users. About 40% said they prefer actor/talent tweets, while 26% opted for those from friends and family. Just 18% of respondents said they prefer a TV show’s official Twitter handles.

“We know that Twitter is a complement to TV for audiences, and we’ve seen that running Twitter media alongside TV media drives greater TV ad effectiveness,” said Jeffrey Graham, Twitter’s global director of said. “This new research helps us better understand the role earned media plays in driving cross-channel effectiveness.”

The study was fielded by research firm db5, which polled 12,577 randomly invited Twitter users from Jan. 15-27. The participants were surveyed within 24 hours of primetime Twitter activity (the next day, beginning around noon local time). Fox and Twitter are presenting the research in partnership with the Advertising Research Foundation at ARF’s Re:Think conference.

More TV

  • Contract Placeholder Business WGA ATA Agent

    Signs of Solidarity and Strain Emerge as Week 2 of WGA-Talent Agency Standoff Begins

    Hundreds of WGA members rallied solidly behind their union last week as the industry grappled with uncertainties spurred by the sudden break between writers and their talent agency representatives. But as the standoff heads into its second week, signs of strain among some WGA members are beginning to emerge. Shalom Auslander, author and creator of [...]

  • Jon Snow Arya Stark Game of

    'Game of Thrones' Final Season Vegas Odds Reveal Wild Theories

    With “Game of Thrones” hype at an all-time high, Las Vegas may be raking in as much money as the Iron Bank. HBO’s fantasy masterpiece has seized the gambling world’s attention nearly as much as the Super Bowl or Kentucky Derby. Fans spew countless theories on social media, such as which characters will be axed [...]

  • FX's 'Snowfall' Panel TCA Winter Press

    John Singleton Hospitalized After Suffering Stroke

    UPDATED with statements from John Singleton’s family and FX Networks John Singleton, the Oscar nominated director and writer of “Boyz N’ the Hood,” has suffered a stroke. Sources confirm to Variety that Singleton checked himself into the hospital earlier this week after experiencing pain in his leg. The stroke has been characterized by doctors as [...]

  • Adam Lambert, of Queen, performs at

    Adam Lambert Back to 'Idol' to Mentor Finalists Through Queen's Catalog

    Adam Lambert famously launched his career on “American Idol” a decade ago performing a brilliant audition of Queen’s “Bohemian Rhapsody.” He wrapped that amazing eighth season performing with the band on the season finale, and years later earned his current spot as the front man touring as Queen + Adam Lambert. On April 28, Lambert comes full circle as he steps [...]

  • Lily Tomlin SAG Lifetime Acheivement Award

    TV News Roundup: Netflix's 'Laugh-In' 50th Anniversary Tribute Sets Premiere Date

    In today’s TV News roundup, Netflix sets the premiere date for its 50th anniversary special of “Laugh-In.” DATES “Laugh-In: The Stars Celebrate,” the 50th anniversary tribute to the original series by Dan Rowan and Dick Martin, will premiere on Netflix on May 14. The special, which was taped at the Dolby Theater in Hollywood, pays [...]

  • Texas Tech's Norense Odiase (32) shoots

    Live+3 Ratings for Week of April 8: NCAA Championship Game Dunks on Competition

    The final of the 2019 NCAA basketball tournament, in which Virginia triumphed over a spirited Texas Tech team, unsurprisingly finished way out in front in the Live+3 ratings for the week of April 8. Although the sports broadcast’s scripted competition made some gains, its 5.4 ratings still more than doubled that of “Grey’s Anatomy” in [...]

  • Mueller Report Release Draws 11 Million

    Mueller Report Release Draws 11 Million Total Viewers Across TV News

    Coverage of the release of special counsel Robert Mueller’s report into whether President Donald Trump committed obstruction of justice unsurprisingly caused a ratings bump across TV news yesterday. In terms of overall viewership, around 11 million people tuned in to see Attorney General William Barr’s news conference regarding the report’s release, and the news coverage surrounding it. According [...]

More From Our Brands

Access exclusive content