Twitter is a great opportunity for marketers to pulse TV shows

What was taken up in particular detail at this event was the "TV x Twitter" approach, which is also being emphasized in the United States. Twitter will amplify the topic of TV, and appeals that it can be used effectively by TV stations that produce programs and advertisers who publish TV commercials to improve engagement rates and purchasing intentions.

According to Makino, a 2012 study by Bluefin Labs, which was acquired by Twitter, found that 95% of open and social conversations about television are held exclusively on Twitter. .. In addition, 50% of Twitter users are accessing Twitter while watching TV, and 33% are tweeting about the program.

However, not only Twitter users are posting tweets, but many people are using Twitter to see what other viewers are posting. In a joint venture with Nielsen, which Twitter recently announced a partnership with, it will develop indicators that measure how well the tweets reach, not just the number of tweets posted on TV shows. It says it has begun measuring impressions of the number of contributors, tweets, and how many tweets have been posted on more than 1,500 programs on more than 200 television networks in the United States.

For example, 390,000 people posted 990,000 tweets about American football, which aired on the FOX Network on October 27. The number of people who saw those tweets was 7.47 million, and the number of impressions was 93 million.

Nielsen is also researching the causal relationship between the number of tweets and the audience rating. A survey of the relationship between the number of tweets and the audience rating for 220 programs showed a significant effect on the number of tweets during the time period when the audience rating was high in 48% of the programs, and the number of tweets in 29% of the programs. It is said that the audience rating showed a statistically significant change due to the increase.