Brands that advertise on TV may take heart in the recent finding by Nielsen, a global data and information measurement company, that the messages they are sending through television are reaching a much wider audience through social media.
In addition to getting the attention of the eyeballs glued to certain programs and channels, a recent study by Nielsen found that millions of Twitter users are Tweeting about brands they view on TV.
Nielsen SocialGuide, a social media division of Nielsen that tracks 500-plus brands on Twitter across 250-plus TV networks across the nation, reports that 36 million people Tweeted 990 million times about TV in 2013 alone. Of those 36 million people, 5.5 million Tweeted about brands and TV during the months between August 2013 and October 2013. What’s more, 89 percent of those Tweets users sent were about specific brands.
Nielsen SocialGuide broke down those Tweets into brand categories. In the months of August 2013 to October 2013 the percentage of different brand categories that users Tweeted about were as follows:
- 74 % electronics
- 48 % restaurants
- 29% food
- 27% beverages
- 24 % cars
The findings are important, Nielsen states, because advertisers, agencies and television networks can understand “how brands can reach people who will socialize their messages.”
Other interesting facts that Nielsen SocialGuide gathered:
- 40% of U.S. tablet and smartphone users visit a social site while watching TV
- 80% of U.S. tablet and smartphone users who watch TV use their device at the same time several times a month
- 8.5% – The increase in Twitter volume connected with a 1% increase in TV ratings