The Value of Earned Audiences - How Social Interactions Amplify TV Impact: What Programmers and Advertisers Can Gain from Earned Social Impressions

The combined effect of using television and social media simultaneously has created an opportunity to influence a large - hitherto not well-understood - group: the "earned audience." The current research is believed to be the first to explore the value (as opposed to volume) of the "earned audience" (users exposed to Tweets about television programs and their sponsors) on the Twitter platform.

The Value of Earned Audiences: How Social Interactions Amplify TV Impact: What Programmers and Advertisers Can Gain from Earned Social Impressions

Judit Nagy

FOX Broadcasting Co.

Anjali Midha

Twitter, Inc.

Management slant

  • Tweets heavily influence many aspects of television-viewing behavior among "earned audiences." There is an almost universal propensity to have taken action after exposure to Tweets, going beyond just television-related behavior and occurring on and off the Twitter platform.
  • Tweets about brands themselves meaningfully influence behavior related to the sponsors of television programs, prompting more than half of the "earned audiences" to take a multitude of further actions across...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands