The document discusses the significant role of Twitter in enhancing TV viewership, noting that 40% of Twitter traffic during peak times relates to television. It highlights how Twitter users are less likely to tune away during ads compared to those who only watch TV, as well as the positive impact Twitter has on TV ad effectiveness. Key statistics indicate stronger message association, higher purchase intent, and increased sales linked to Twitter engagement with TV content.

1. TV TWITTER
#MPJC2014 | 26 June 2014
@marcdevries

2. LIVE
PUBLIC
CONVERSATIONAL

3. TWITTER IS THE
LIVE SECOND SCREEN

4. @TwitterAdsUK | Confidential
40%
of all Twitter traffic around
peak time is about TV
of Twitter mobile users use
Twitter while watching TV
66%
Sources: Why They Retweet UK, Compete 2013, BlueFin Study 2012

5. TWITTER PROVIDES
THE SOCIAL
SOUNDTRACK
FOR TELEVISION

6. TV X TWITTER VIEWERS
TUNE AWAY LESS DURING ADS
Tune away rate during
commercial breaks
17% 8%
TV ONLY
VIEWERS
TWITTER X TV
VIEWERS
Source: SymphonyAM MediaPulse, Nov 2013, TV Only (n=8,398)

7. GFK TWITTER TV RATINGS
TV CONVERSATION TARGETING
1
2

8. GFK TWITTER TV RATINGS1
2

9. COMPLEMENT CURRENT
TV RATINGS WITH SOCIAL
ACTIVITY AND REACH
WHAT:

15. LIVE Viewing
18M
impressions

16. ACTIVITY
& REACH
NL 2014:

17. !
TV CONVERSATION TARGETING2

18. JOIN THE TV
CONVERSATION
ON TWITTER
WHAT:

20. The right people, the right moment

21. TWITTER INCREASES THE EFFECTIVENESS
OF TV ADVERTISING
Source | Nielsen Brand Effect, 2013
95%
stronger message
association
58%
higher purchase
intent
7%
higher sales
Source | Nielsen, Twitter Marketing Mix Model: US CPG, July 2011 - June 2013

22. @marcdevries
THANK YOU!