Twitter Touts Research Showing It Makes TV Ads More Effective
Twitter has released research showing that it can help marketers better reach viewers when they’re watching live events, particularly sports, on TV. Data from comScore showed Twitter is the only social network that gets a lift in unique visitors when sports is on the air, Twitter said.
The first is that Twitter makes live sports events more engaging and memorable.
Engagement with Twitter ads were up 42% during games on TV, and memorability rose 52%. Finally, TV ads were also more effective when viewers were also using Twitter during sportscasts.