Usually anything "reported" by FOX raises a red flag in my listening, viewing or reading. However, this time it's FOX Broadcasting along with Twitter and Advertising Research and they are talking about how TV-centric tweets can motivate tweeters? (twitterers?). If it works for TV, it might also work for web series and other serialized, fictional content. So I thought we had better take a closer look.
All of this comes from a press release put out by FOX Broadcasting in regards to research done with the ARF and db5 (apparently Dog's Bollocks 5...) on how Twitter is helping TV. This means I don't have the full methodology or the full report in front of me and can only report on what I found.
The study, fielded by research consultancy db5 on behalf of FOX and Twitter, looked at 12,577 people recruited on Twitter.com and the Twitter mobile app over a two-week period. Participants were surveyed within 24 hours of primetime Twitter activity (next day beginning around noon local time), ensuring a random, yet robust sample of individuals engaging on the Twitter platform during a time of day with high TV usage. The research blended behavioral data as well as self-reported media exposure to help FOX, Twitter and the ARF segment the data by viewer types, as well as gauge tweet recall and each individual's subsequent behavior both on Twitter and off. In addition, the survey observed Twitter exposure and engagement across major brands, including three who were FOX partners.
That's a remarkable sample size and I applaud them for pulling that much data together. It's pretty much ten times normal sample rates for research I see.
TV Viewers Exposed to Brand Tweets More Attentive to TV Ads
Let's start with the advertising angle on the whole thing. Remember, this is still FOX reporting on Discovering the Value of Earned Audience - How Twitter Expressions Activate Consumers and they are a TV broadcast network and they want advertiser dollars to go into TV advertising. It was their press release.
The major reported statistic in terms of Twitter aiding TV Ad visibility was this:
TV show viewers who recall seeing tweets mentioning a show's brand partners are much more likely to view that brand as appealing and pay more attention to that brand's on-air ads than the general Twitter TV audience.
The extent of the attachment to the show could be directly correlated to their motivation to seek out information or look further into a brand that is partnered with the show. In fact, according to the press release:
54% of those who recall seeing tweets that mention brand partners have taken action by tweeting, searching for the brand online, or considering to try the brand mentioned. This jumps to 58% when measuring actions taken by the live-TV-tweeting audience.
They also say that Twitter-engaged audiences lean more favorably toward brand ads citing a 16% rise in favorability after being exposed to tweets mentioning a brand tied to American Idol. They also state a 14% rise in purchase intent of a brand products versus the standard Twitter TV audience.
In terms of brand recall, 48% remembered seeing a tweet, and 52% of viewers did one of the following; visit the brand's website, search for promotions online, consider trying the brand or search for the brand online.
TV Tweets Pique Curiosity
On the non-advertising, hey come watch our show pretty please, side of things. TV-centric tweets have shown some motivational power with TV-viewing tweeterers. Here'a tidbit from the press release:
The majority of those who are exposed to TV-related tweets not only have taken immediate action around a given show, but are also highly likely to watch a show they've never watched before, or resume watching a show that they'd previously stopped watching, as a result of a TV-related tweet.
But how much is a majority? Well, according to the press release, of those who recall seeing TV-related tweets have searched for a show (76%), have taken action on Twitter (78%), or have taken action to watch TV show content (77%). The question in your mind right now should be, what was the percentage of those who recall seeing a TV-related tweet?
As for going off to watch something related to a show, 42% planned to watch later, 38% did watch online and 33% changed to watch live TV. Live tweeters (tweeting while watching) are said to be more likely to take action in regards to discovering content than their non-live-tweeting counterparts.
The most interesting source of the tweets for viewers is an actor or cast member with 40% citing that source, then it drops to their own family or friends (26%) and just 18% said an official show Twitter account. So much for making 20 accounts for a single show, the Tweeterers don't really care. Now if you have say Nathan Fillion or Clark Gregg talking about their shows, then you've got a winner!
Could it be Applied to Web Series?
The ultimate question in my mind is, could it be applied to web series? Could these numbers be somehow applicable to online series with online advertisers and online personalities? TV does have a far greater audience in terms of regular viewing but maybe proper utilization of Twitter in this way could not only bring more ad dollars to online shows but also bring more viewers as well.