×
You will be redirected back to your article in seconds

TV Shows That Pack Emotional Punch Have Higher Ad Recall: Twitter Study

Television viewers who have an emotional reaction to a show are far more likely to remember the ads they saw on TV, according to a new Twitter-sponsored study.

Of TV viewers who posted comments on Twitter with emotionally laden terms — such as “love” and “excited” — 41% recalled ads in the program, three times that of users whose tweets about a show were neutral, the study found. Of those emotional tweeters, 61% said they were likely to purchase from the brands advertised.

Twitter conducted the study with ad agency Starcom and startup Canvs, which measures emotional responses on social media. The study included about 20 primetime programs in which Starcom clients ran TV ads, but the companies didn’t disclose which TV shows were analyzed in the study.

“We’ve long believed that viewers respond differently to commercials depending on how they feel about what they’re watching,” Heather O’Shea, Twitter’s head of global agency research and data strategy, wrote in a blog post outlining the study. “And when it comes to getting a pulse on people’s emotional reactions during live TV, now we know that Twitter can drive even stronger results for brands.”

Twitter’s goal in touting the research: to persuade TV advertisers to boost spend on concurrent ad campaigns on the social service. According to the company, TV ad campaigns that include Promoted Tweets synchronized with television broadcasts have an average 9% lift in ad recall compared with campaigns that did not.

Over all, people who used Twitter while watching a TV show — whether actively tweeting or just following along — were 62% more likely to recall the brands which advertised during the program than people not on Twitter, according to the study.

“This research shows that audiences who are emotionally invested in a TV show are more responsive to both TV advertising and corresponding Twitter advertising — finally dismissing the nagging notion of the distracted social viewer,” said Kate Sirkin, global head of audience measurement at Publicis Media (which encompasses Starcom).

The study was conducted by Twitter’s Social TV Lab initiative with Starcom. The companies partnered with research firm DB5 to survey 3,536 Twitter and non-Twitter users who viewed the same episode of a TV program. On the day following the show, the respondents were asked about their emotions toward the program, their Twitter activity during the show (if any), advertisers they recalled, and how favorably they viewed brands after seeing their ads.

More TV

  • Charmed -- "Let This Mother Out"

    'Charmed' Showrunner Exits, Craig Shapiro & Elizabeth Kruger Board Series

    The CW’s reboot of “Charmed” is changing showrunners. Variety has learned that Carter Covington has stepped down as showrunner on the series, which has already been renewed for a second season. Husband and wife team Craig Shapiro and Elizabeth Kruger have been brought on to helm the series going forward. Shapiro and Kruger are currently [...]

  • Apple TV Plus Reese Witherspoon Jennifer

    What We Know About 'Amazing Stories' And Other Shows Coming to Apple TV+

    Viewers got a sneak peek of upcoming shows coming to Apple TV+, Apple’s newly unveiled streaming service, during the company’s live-streamed event in Cupertino, Calif., on Monday. The stars and creators of the most highly anticipated projects like Steven Spielberg’s “Amazing Stories” and “The Morning Show” from Reese Witherspoon appeared on stage to reveal more [...]

  • WARNING: Embargoed for publication until 00:00:01

    Richard Gere Series 'MotherFatherSon' Sold to Multiple Territories

    BBC Studios, the British public broadcaster’s commercial arm, has announced a raft of territory sales for Richard Gere starrer “MotherFatherSon,” a drama series written by Tom Rob Smith, Emmy-nominated for “The Assassination of Gianni Versace.” The show will screen Tuesday at Series Mania, France, in the International Panorama section. Buyers for the eight-part thriller include [...]

  • TV News Roundup: Netflix Releases Trailer

    TV News Roundup: Netflix Releases Trailer for 'Special'

    In today’s roundup, Netflix releases a trailer for “Special,” and Wrestlemania’s main event will be a women’s match, a first in WWE history. FIRST LOOKS Netflix has released the trailer for its upcoming 15-minute comedy show “Special.” Ryan O’Connell stars in the semi-autobiographical series about life as a gay man with cerebral palsy. The series is [...]

  • Apple Event: Everything We Learned From

    Everything We Learned From Today's Apple Event

    After revealing new services in news, finance, and gaming, Apple CEO Tim Cook kept the biggest, most anticipated announcement until last. Cook, along with heads of worldwide video programming Zack Van Amburg and Jamie Erlicht, and a whole group of Apple’s creative talents, presented the company’s new Apple TV+ streaming service, which is slated to [...]

  • Lauren Whitney

    Miramax President of TV Lauren Whitney Exits to Join Spyglass Media Group

    Lauren Whitney, the president of television for Miramax, is leaving the company, Variety has learned. She will now become the president of television for Spyglass Media Group effective April 1. The news comes less than two years after Whitney first joined Miramax. There, she oversaw the studio’s television development, in addition to “Spy City,” produced by [...]

More From Our Brands

Access exclusive content