Twitter Inc. (NYSE:TWTR) is TV’s mistress. No, really. These days, when people watch a live or pre-recorded television show, their second screen, i.e. their mobile device, is set to Twitter’s feed. Why? Because instead of waiting until after the show to discuss it or waiting to talk about it at work the next day, they can convey their opinions in real time with each other and often with the show’s stars.
There is something dominant about live-tweeting a show or event. Especially when famous actors, directors and producers get involved. Not to mention, advertisers are taking notice by coming up with more visionary ways to engage consumers through TV and Twitter combined.
Recent studies (commissioned by Fox and Twitter) have shown that TV-related tweets have so much influence that they inspire 90% of Twitter users to watch shows they have not yet seen. This is simply based upon publicly posted experiences and feedback.
However, this should not come as a surprise since the majority of Internet users already have the habit of looking up online reviews before purchasing a product or visiting a site. So, it makes sense how Twitter would have such an impact within the realm of media.
Moreover, if a cast member sends out a TV-related tweet, they have a 40% higher chance of engagement than a TV-related tweet sent out by a user’s friends or family. Here comes the good news for advertisers. The Fox and Twitter analysis also conveys that 54% of Twitter users who see brand-related tweets (during a TV show) have either tweeted about the brand or researched it. In addition, a large number of Twitter users live-tweet, right now, it stands at 72%.
