While Twitter has successfully integrated a range of its services into TV shows and advertising, other brands are finally beginning to notice.

Google just upped its TV chops, now Tumblr is following suit.

Tumblr vision

Tumblr recently partnered with The Voice, and during the show's finale animated illustrations appeared on screens behind the contestants.

These graphics were created by Cindy Suen, an artist popular on Tumblr.

Viewing box

Unlike Facebook and Twitter, Tumblr posts have a much longer lifespan. Almost a third of Tumblr posts are reblogged up to 30 days after the original post. This fact hasn’t escaped the notice of TV execs.

Audrey Morrissey, executive producer of The Voice, explained in a New York Times article how Tumblr worked in promoting the show.

“Facebook and Twitter are very immediate…but Tumblr is something they sort of take in and then create something about the show at times other than when the show is happening.”

MTV also found that while its Twitter audience was most active during broadcast, Tumblr users kept the conversation going for up to three days after the event.

Teen factor

The fact that Tumblr is a hit with teens is another reason TV stations are scrambling to jump on board. In addition to The Voice, Tumblr has also partnered with shows including Halt and Catch Fire and Sherlock.

And since Yahoo paid US$1.1 billion for Tumblr last year, expect to see more TV tagteams in the future.
 

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