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 various social-media platforms or search solutions.
  • Survey respondents' self-reported depth of Twitter activity closely matched their non-PII observed Twitter behavior with television shows and brands alike.