"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"

1. 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

2. 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

3. 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
traffic 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

4. 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

5. #insights
@TwitterUK

6. KEY STATS FOR TWITTER UK
10M+ 60% 40%
active UK Twitter users of UK Twitter users use Twitter of all UK Twitter traffic around
while watching TV peak time is about TV
source: Twitter UK Internal 2012, SecondSync 2012
DESKTOP
Male
90%+
Age
Female
15-24 28%
of online public
conversations about TV are
25-34 20% on Twitter
35-44 16%
46%
54%
45-54 15%
55+ 15% 62% ABC1
source: Twitter UK Internal 2012, comScore mediametrix (desktop home and work) Sep 2012, Crimson Hexagon Nov 2012
MOBILE
Male Age
80%
Female
18-24 24%
of UK Twitter users access
the platform via a mobile
25-34 28% device
42%
58% 35-54 29%
55+ 10% 75% ABC1
source: Twitter UK Internal 2012, comScore mediametrix (mobile browsing and application) Sep 2012
@TwitterUK

7. 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

8. 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 affairs 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

9. 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 different channels, in different months, on different days of the week. And yet, the
tweet patterns were almost identical.
Broadcast 1:
Broadcast 2 - same tweet pattern:
source: SecondSync 2012
@TwitterUK

10. 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

11. 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
START BREAK BREAK BREAK BREAK BREAK END 14000
1400
12000
1200
10000
1000
8000
800
6000
600
4000
400
200
2000
0
0
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%
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.
START BREAK BREAK BREAK END
source: Tweet volumes Twitter, audience viewing figures from BARB, Oct 2012
@TwitterUK

12. #advertising
@TwitterUK

13. 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.
ad airs during X Factor Results show
600k
600000
450k
450000
UNIQUE REACH
300k
300000
150k
150000
0
0 1 2 3 4 5 6 7 8 9 10
DAY
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 TOWIE viewers TOWIE Tweeters
not Twitter exposed Twitter exposed
source: Twitter & TV: Surf/The Only Way is Essex, ITV & Essential Research, July 2012
@TwitterUK

14. 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 #HASHTAG
+ +
7.5k #HASHTAG PROMOTED TREND
AD
+ + +
#HASHTAG PROMOTED TREND DEEPER INTEGRATION
1.1k AD
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

15. #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 offline.
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

16. 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.
Promoted Trend
50.0k
37.5k
HASHTAG MENTIONS
25.0k
12.5k
4/11 5/11 6/11 7/11 8/11 9/11 10/11 11/11 12/11 13/11 14/11 15/11 16/11
DATE
source: #holidaysarecoming, Topsy Pro, Nov 2012
@TwitterUK

17. DEEPER INTEGRATION EXTENDS THE CONNECTED STORY
e$Adverts$$
Since every ad get talked about on Twitter, aligning the brand story on Twitter and TV is key. The
The$Adverts$$
mechanics of the platform also open up new and creative possibilities for brands to involve users
and viewers in dynamic storytelling.
MERCEDES
Mercedes ran an pioneering TV campaign asking viewers to Tweet #hide or #evade to determine
the next stage of the story.
Ad 1
Advert 1
Advert 1 Ad 2
Advert 2
Advert 2
30sec ad containing the campaign hashtag 90sec Twitter integrated ad with the call-
A 30 second clip using clip using the advert
A 30 second the advert A 90 second clip madeclip made from the 30
A 90 second from the 30
#youdrive. to-action hashtags #hide and #evade.
that played after the main twitter twitter
that played after the main second teaser campaign and the 60 the 60
second teaser campaign and
activity campaign.
activity campaign. second Twitter integrated advert advert
second Twitter integrated
that played in played in The Xfactor
that The Xfactor
Deeper Twitter integration in the second ad drove stronger ad engagement and saw a greater lift in
brand metrics.
Twitter integration improved Mercedes’ brand metrics
+44% +17%
+19%
Has great ad campaigns Always coming up with new ideas Is a brand for me
Ad 1 Ad 2
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

18. 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

19. AD PRODUCT SUMMARY TARGETING PRICING AD SPECS
Followers Look-a-likes Interests Keywords Gender Country/ Mobile/ Auction- Fixed-rate
City Device based
Promoted Tweets A high engagement format Cost-per- - 140 characters per
that targets your Tweet to engagement Tweet.
the top of relevant
Timelines or No limit to in-Tweet
real-time search results. media; URLS
shortened to 15
characters.
Promoted Accounts A top spot promotion - Cost-per- - 20 characters per
in the Who to follow follower account name.
section.
15 characters per
@username.
48x48 px thumbnail
image.
Promoted Trends A 24hr top spot takeover of - - - - - - - £20k/day 20 character link.
the Trends section. (net)
Please check for available
dates.

20. @TwitterUK