Twitter has revealed new research for marketers and publishers that demonstrates how Twitter and TV go together like strawberries and cream (or perhaps more appropriately,  YouTube and kittens.)

Twitter made the announcement in a blog post, outlining three key findings from research it had commissioned. 

Hashtags drive conversions

Twitter looked at 500 television commercials in the consumer electronics category, and analysed over 63,000 comments generated by these ads.

It found that TV ads with hashtags garnered 42 per cent tweets than those without.

Twitter also reported that ads with hashtags were responsible for higher quality responses, with 18 per cent of comments being more relevant to the ads key messages.

Tune in, tweet out

Twitter also reported that users are increasingly tweeting and conversing while following TV shows. 

The research indicates that when a viewer is using Twitter they're less likely to change channels during ad breaks.

For comparison – 17 per cent users who use their phones to multi-task while viewing are likely to tune out, while this number drops to 8 per cent for Twitter users. 

Twitter boosts ads

Twitter surveyed 7500 respondents about their viewing habits and Twitter use. 

Respondents who watched TV without a second screen had an average ad recall of 40 per cent, while those that used Twitter while viewing had a recall of 53 per cent. 

Twitter users were also 13 per cent more likely to discuss shows, and 3 per cent more likely ro recommend programs.

To find out more visit blog.twitter.com.

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