TUNE IN

WITH TWITTER
D R I V I N G D I S C OV E R Y A N D E N G AG E M E N T W I T H T V

Chris Hoy
@chrishoy Can’t remember being this excited by the return of a TV show. Peep Show. Series 8. Channel 4. 10pm. #henmania

@TwitterUK

The relationship between Twitter and television is strongly symbiotic. Twitter users love talking about what is happening on TV, TV viewers love using Twitter to see other viewers‘ opinions. Twitter is increasingly acting as the second screen to TV. In this publication we explore the links between these two screens. Twitter is the shortest distance between you and what interests you most. This interest is expressed in a huge volume of conversation. 400 million Tweets are sent every day. As a result when events happen in the real world, they happen on Twitter. More and more we’re finding this is true for TV. When stand-out moments happen on TV, spikes in related conversation happen on Twitter. In fact, according to Second Sync, 40% of all UK Twitter tra c at peak TV viewing time is about TV.

TV DISCOVERY

ENGAGEMENT TWITTER

Through the two distinct phenomena of discovery and engagement, Twitter and TV drive each other in a complimentary cycle. For example, a hashtag on air can boost engagement by organising viewers to tweet and interact. In the other direction, a TV-related Trend, or Tweet in a user’s timeline, can drive discovery.

@TwitterUK

Twitter is a real-time, public mirror for both broadcast content and advertising. Every programme and every ad - has a Twitter presence. Integration of Twitter into TV content can further stimulate engagement and discovery. Simply adding hashtags on air - or in ads - helps to organise and steer the conversation. In advertising, we’re seeing that deeper integration of Twitter not only drives discovery and engagement but also drives increases in brand recall scores and other marketing goals.

DISCOVERY

CONTENT

+
ADVERTISING
ENGAGEMENT

To help understand the ties between Twitter and TV this booklet will introduce some insights and best practices for brands. For more information on the research summarised, please contact your Twitter representative.

@TwitterUK

#insights

@TwitterUK

KEY STATS FOR TWITTER UK

10M+
active UK Twitter users

60%
of UK Twitter users use Twitter while watching TV

40%
of all UK Twitter tra c around peak time is about TV

source: Twitter UK Internal 2012, SecondSync 2012

DESKTOP Male Female Age
15-24 25-34 35-44 45-54 55+

28% 20% 16% 15% 15%

90%+
of online public conversations about TV are on Twitter

54%

46%

62% ABC1

source: Twitter UK Internal 2012, comScore mediametrix (desktop home and work) Sep 2012, Crimson Hexagon Nov 2012

MOBILE Male Female Age
18-24

80%
24% 28% 29% 10%
of UK Twitter users access the platform via a mobile device

25-34

42% 58%
35-54

55+

75% ABC1

source: Twitter UK Internal 2012, comScore mediametrix (mobile browsing and application) Sep 2012

@TwitterUK

SOCIAL PROGRAMMING PROFILES
The social profiles and tweet patterns of programmes generally vary by three key factors: genre, demographics and time slot. Peaks in Tweets (and engagement) are often driven by content, storyline, celebrity Tweets and hashtags on air. In the following examples, the histograms show Tweets-per-minute (TPM) and include the 30 minutes before and after transmission. The patterns here help to understand and plan for the social behaviour of TV viewers.

FACTUAL
Engagement patterns mirror key events, or iconic moments during the factual programmes.

DRAMA
Dramas usually see peaks in Tweets bookend the beginning and end of episodes.

source: SecondSync 2012

@TwitterUK

ENTERTAINMENT
Entertainment often sees a higher proportion of Tweets from mobile. Tweet peaks are largely content-led, but also occur during ads and idents.

MADE IN CHELSEA

Made in Chelsea has a high ratio of viewers to people tweeting - 1 in 4 viewers also actively engaging on Twitter during most episodes.

CURRENT AFFAIRS
Current a airs sees a higher proportion of Tweets from desktop. Peaks largely follow climatic moments in the story narrative or prompts from hashtags on air.

PANORAMA

Panorama has a long tail of engagement. In this episode, conversation continued long after the show finished at 11.40pm - a key example that Twitter engagement is not limited to lighter programming.

source: SecondSync 2012

@TwitterUK

FILMS
Films on TV regularly trend on Twitter. Tweet patterns follow key storylines with quotes often tweeted widely.

TAKEN

Fascinatingly the tweet patterns for films tend to have a unique profile - and reoccur. Taken was broadcast on two di erent channels, in di erent months, on di erent days of the week. And yet, the tweet patterns were almost identical. Broadcast 1:

Broadcast 2 - same tweet pattern:

source: SecondSync 2012

@TwitterUK

X FACTOR 2012
X Factor generated more than 14 million Tweets in 2012, driven by integration of dynamic hashtags on air, celebrity Tweets, and a passionate Twitter audience.

FIRST LIVE SHOW

The start of the live shows saw a high volume of engagement with a doubling of Tweets sent from last year. 2012: 818k Total Tweets from 312 unique users 2011: 385k Total Tweets from 119 unique users

FINAL

Twitter is often a barometer for public opinion. There were more mentions of James Arthur, the eventual winner, from day one than any other contestant. In the final there were 1.12m Tweets from 505k unique users. There were 387k mentions for James, compared to 86k for the runner up Jahmene Douglas. James is crowned winner James sings “Impossible” James sings “Let’s get it on”

source: SecondSync 2012

@TwitterUK

CORRELATION BETWEEN TWEETS AND BARB VIEWING
The correlation between Tweets and viewers can vary depending on the level of Twitter integration and the programme’s social profile. These factors can harness the attention-pointing qualities of Twitter trending.

DOWNTON ABBEY - TWEETS AND VIEWING MIRROR

Dramas see Tweets peak at the beginning and end of transmission. During Downton, Tweet volume mirrors audience viewing, dropping during ad breaks and reviving afterwards.

1600 1400 1200 1000 800 600 400 200

START

BREAK

BREAK

BREAK

BREAK

BREAK

END

14000 12000 10000 8000 6000 4000 2000 0

DYNAMO: MAGICIAN IMPOSSIBLE - TWEETS BREAK FROM VIEWING

Tweets for Dynamo: Magician Impossible increased during ad breaks as the audience chose these moments to share their reactions. This show exhibited audience growth during the episode - an unusual pattern which illustrated how Twitter chat was drawing other viewers to tune in. Further, analysis of the whole series saw both Tweet volume and audience figures increase episode on episode.

20:30% 20:34% 20:38% 20:42% 20:46% 20:50% 20:54% 20:58% 21:02% 21:06% 21:10% 21:14% 21:18% 21:22% 21:26% 21:30% 21:34% 21:38% 21:42% 21:46% 21:50% 21:54% 21:58% 22:02% 22:06% 22:10% 22:14% 22:18% 22:22% 22:26% 22:30% 22:34% 22:38% 22:42% 22:46% 22:50% 22:54% 22:58% 23:02%

0

START

BREAK

BREAK

BREAK

END

source: Tweet volumes Twitter, audience viewing figures from BARB, Oct 2012

@TwitterUK

#advertising

@TwitterUK

EVERY AD HAS A TWITTER PRESENCE
Every ad aired on TV gets talked about on Twitter. The number who tweet is always a small subset of those who might be exposed. When considering reach on the platform, both those exposed and those who tweet demonstrate value to brands.

MORRISONS - REACH

With no Twitter promotion or integration, Morrisons’ Christmas ad had just 1.1k mentions on Twitter. However, the nature of the open platform meant the total unique reach of those Tweets quickly scaled to 533k.
600000 600k

ad airs during X Factor Results show

450k 450000 UNIQUE REACH

300k 300000

150k 150000

0

0

1

2

3

4

5 DAY

6

7

8

9

10

source: Datasift and Colourtext, Nov 2012

SURF - BRAND METRICS

Surf’s sponsorship of The Only Way is Essex saw a strong response from both people tweeting about the show and those who were exposed but didn’t tweet across all brand metrics.

Twitter users demonstrated higher purchase intent
92% 85% 76%

52%

Non-viewers of TOWIE

TOWIE viewers not Twitter exposed

TOWIE viewers Twitter exposed

TOWIE Tweeters

source: Twitter & TV: Surf/The Only Way is Essex, ITV & Essential Research, July 2012

@TwitterUK

DEEPER INTEGRATION, DEEPER ENGAGEMENT
The more brands have integrated with Twitter, the more success they have seen in both reach and engagement.

TOTAL MENTIONS FOR 4 AD CAMPAIGNS BY LEVEL OF TWITTER INTEGRATION:
40.3k

AD 15.1k AD + 7.5k AD 1.1k AD + #HASHTAG + PROMOTED TREND + #HASHTAG + PROMOTED TREND + DEEPER INTEGRATION

#HASHTAG

1. Every ad has a Twitter presence. Even if you choose to do nothing on or with Twitter, your ad will be talked about on the platform.

2. Add a hashtag Hashtags prompt, organise and steer conversations on Twitter. Increasingly hashtags are also becoming the new brand tagline.

3. Run a Promoted Trend Trends drive discovery and engagement. A Promoted Trend guarantees top spot visibility.

4. Deeper integration Connect the TV story with Twitter. Involve users and viewers to drive your brand message.

source: Twitter Internal, 2012

@TwitterUK

#HASHTAGS
Hashtags are powerful devices that drive engagement through Tweets and discovery in both user timelines and through Trending topics. We have seen three main ways in which brands have used hashtags successfully:

1. BRAND TAGLINE

Adidas used the hashtag as the master brand. #takethestage ran across online and o ine.

2. LEVERAGE THE EXISTING CONVERSATION

Channel 4 jumped on hashtags relevant to Sunday night TV to promote discovery of Homeland.

Channel 4 @C4Insider #Homeland has more #XFactor than your typical Sunday night costume drama and it’s starting right now on C4 youtu.be/2hHbHeM6R9g
Promoted by Channel 4 View media

3. CAMPAIGN SPECIFIC CALL-TO-ACTION

Mercedes drove deeper engagement by asking viewers to vote for the next stage of their ad storyline on Twitter.

Mercedes-Benz UK @MercedesBenzUK Are you ready for #YOUDRIVE? Get ready to tweet at 8:15pm to drive the story in the new A-Class TV ad during #xfactor bit.ly/YouDrive
Promoted by Mercedes-Benz UK View media

@TwitterUK

PROMOTED PRODUCTS BOOST IMPACT
Twitter’s Promoted Trends and Promoted Tweets in timelines help brands drive both discovery and engagement. Promoted Products enable brands to gain visibility and increase impact quickly. This can allow them to target interest groups, beyond just their existing followers.

COCA COLA

Coca Cola seeded their Christmas ad on Twitter before it was aired on TV using a Promoted Trend with the hashtag #holidaysarecoming.

The Promoted Trend was a quick way to boost discovery for the campaign. The full campaign gained almost 100k Tweets, and 7.6m in unique potential reach on Twitter.

50.0k

Promoted Trend

37.5k HASHTAG MENTIONS

25.0k

12.5k

4/11

5/11

6/11

7/11

8/11

9/11

10/11 DATE

11/11

12/11

13/11

14/11

15/11

16/11

source: #holidaysarecoming, Topsy Pro, Nov 2012

@TwitterUK

DEEPER INTEGRATION EXTENDS THE CONNECTED STORY
Since every ad get talked about on Twitter, aligning the brand story on Twitter and TV is key. The mechanics of the platform also open up new and creative possibilities for brands to involve users and viewers in dynamic storytelling.

e$Adverts$$ The$Adverts$$
MERCEDES

Mercedes ran an pioneering TV campaign asking viewers to Tweet #hide or #evade to determine the next stage of the story.

Advert 1 Advert 1 Ad 1

Ad 2

Advert 2 Advert 2

that played after the main that played after the main twitter twitter activity campaign. activity campaign.

30sec ad containing the campaign hashtag A 30 second the advert A 30 second clip using clip using the advert #youdrive.

90sec Twitter integrated ad with the callA 90 second from the 30 A 90 second clip madeclip made from the 30 to-action hashtags #hide and #evade.

Deeper Twitter integration in the second ad drove stronger ad engagement and saw a greater lift in brand metrics.

second teaser campaign and second teaser campaign and the 60 the 60 second Twitter integrated second Twitter integrated advert advert that The Xfactor that played in played in The Xfactor

Twitter integration improved Mercedes’ brand metrics
+44% +17%

+19%

Has great ad campaigns

Always coming up with new ideas Ad 1 Ad 2

Is a brand for me

Overall, the campaign generated a large volume of mentions. 71% of Tweets contained the direct campaign hashtags. 1 in 4 wanted to find out more information about the Mercedes A Class.

source: Twitter & TV: Mercedes, ITV & Essential Research, ITV Vision Panel Oct 2012

@TwitterUK

SUMMARY
More brands are seeing Twitter as a second screen to TV. Conversations about content and advertising happen in real-time on Twitter, scaling reach quickly on Twitter’s open platform. Through the actions of discovery and engagement Twitter and TV drive each other in a virtuous cycle. Every programme and every ad has a Twitter presence. Integrating Twitter into creative and campaigns will better promote visibility and engagement to target audiences. Optimise your Twitter and TV campaign in 5 ways: 1. Integrate hashtags with a strong call-to-action 2. Plan campaigns with social profiles in mind 3. Connect Content & Advertising with Tweets 4. Amplify engagement with a Promoted Trend 5. Tell connected brand stories

This pack has introduced some insights and and best practices for brands to maximise ties link between Twitter and TV. For more information on any of the research summarised please contact your Twitter representative.

@TwitterUK

AD PRODUCT

SUMMARY

TARGETING

PRICING

AD SPECS

Followers

Look-a-likes

Interests

Keywords

Gender

Country/ City

Mobile/ Device

Auctionbased

Fixed-rate

Promoted Tweets

A high engagement format that targets your Tweet to the top of relevant Timelines or real-time search results.

Cost-perengagement

-

140 characters per Tweet. No limit to in-Tweet media; URLS shortened to 15 characters.

Promoted Accounts

A top spot promotion in the Who to follow section.

-

Cost-perfollower

-

20 characters per account name. 15 characters per @username. 48x48 px thumbnail image.

Promoted Trends

A 24hr top spot takeover of the Trends section.

-

-

-

-

-

-

£20k/day (net)

20 character link.

Please check for available dates.

@TwitterUK

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