FOX Broadcasting Company (FOX), Twitter and the Advertising Research Foundation (ARF) today announced new research exploring the value of the earned audience that media companies and brands gain from TV and brand-related tweets. Using Twitter's capability to survey users on Twitter.com and the Twitter mobile app via homepage recruitment, the study, "Discovering the Value of Earned Audience - How Twitter Expressions Activate Consumers," uncovered that:
1. 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. 2. 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. Specifically, FOX, Twitter and the ARF found that the majority of those who recall seeing TV-related tweets have searched for a show (76%), have taken action on Twitter (78%) - such as click on the show's hashtag, follow a talent handle or retweet TV-related tweets - or have taken action to watch TV show content (77%). In regards to watching TV show content, 42% have made a plan to watch the show later, 38% have watched episodes online and 33% have changed the channel to watch the show. In fact, viewers who live-tweet with the linear broadcast are more likely to take action to discover content than those that don't live-tweet.About The Advertising Research Foundation
Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better business decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms and media-tech companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. The ARF celebrates more than 75 years as the industry's authoritative source of advertising knowledge. The ARF is located at 432 Park Ave. South, 6th Floor, New York, NY 10016 and on the Web at www.thearf.org
About FOX Broadcasting Company
FOX Broadcasting Company (FOX), a unit of 21st Century Fox, is home to some of the highest-rated and most acclaimed series on television, including AMERICAN IDOL, THE FOLLOWING, NEW GIRL, GLEE, BROOKLYN NINE-NINE, The Simpsons and SLEEPY HOLLOW. The network ranked No. 1 in the key adult demographic for eight of the past 10 seasons and continues to dominate all network competition in the more targeted Adults 18-34 and Teen demographics. FOX airs 15 hours of Primetime programming a week as well as late-night entertainment programming, major sports and Sunday morning news. Follow the network on Twitter @FOXTV and "Like" FOX on Facebook at www.facebook.com/FOXTV. For additional information about FOX, please visit www.fox.com.
About Twitter
Twitter (NYSE: TWTR) is a global platform for public self-expression and conversation in real time. By developing a fundamentally new way for people to create, distribute and discover content, we have democratized content creation and distribution, enabling any voice to echo around the world instantly and unfiltered. The service can be accessed at Twitter.com, via the Twitter mobile application and via text message. Available in more than 35 languages, Twitter has more than 240 million monthly active users. For more information, visit discover.twitter.com or follow @twitter.
About db5
db5, founded in 2009, is a research consultancy specializing in quantitative research for brands and their creative partners. db5 is different from any other research agency in three important ways: Talent, Technology, Tenacity.
1. Employs and partners with only the most extraordinary talent from the worlds of Brand Marketing, Advertising, Technology and Traditional Research Practice.
2. Integrates cutting edge technology into traditional research methodologies.
3. Is tenacious; if a better way exists db5 finds it; if not, db5 creates it.
db5's only goal is to help its clients succeed by providing them a more profound understanding of its audience. db5 clients include automotive, consumer and IT brands, like AT&T, McDonald's, Audi, Vice, Time Warner Cable, Beats, Joint Juice, Twitter, UPS, Facebook, Yahoo!, Hyundai and Toyota. For more information, please visit www.dogsbollocks5.com
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