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