While Twitter has a long relationship with network TV and many users actively tweet during broadcasts, Facebook looks to be closing the gap and cozying up to the small screen.

At least according to some new research from Facebook.

Square eyes

Facebook commissioned Nielsen to sniff out how TV and digital media compliment one another to drive Total Ad Ratings. Here's what they found.

Analysing 25 campaigns that ran across both TV and Facebook, the study revealed that a Facebook presence complimented TV campaigns by reaching an additional 5% of the population.

The highest demographic Facebook reached were aged 18 – 24, and 25 – 34 year olds. These audiences were reached 22.6% and 14% respectively.

Looked at another way, one in six users are viewing campaigns on Facebook, rather than TV.

Eyes on the ball

Facebook used the example of the 2015 Rugby World Cup, where it partnered with Lucozade.

Facebook's contribution to that campaign was 21.2% of their target audience, or 2 million people from a total audience of 7.2 million.

Lucozade's CPM was 14X lower than TV advertising.

Takeways

Facebook now serves 100 million hours of video every day.

With this figure set to increase, making the choice between Twitter or Facebook marketing in addition to TV spend might be more considered.

To find out more visit facebook.com/business.