The study, a product of Twitter’s Social TV Lab partnership with media buying agency Starcom MediaVest Group, presents evidence that combining Twitter and TV results in strong gains in brand awareness, TV ad recall, engagement with television shows and sales lift.
“Results confirm that social TV is here and the opportunity to use it to enhance and amplify brand experiences is only getting bigger,” Twitter and SMG wrote in a release. “Thus far, lab results demonstrate that Twitter’s ability to amplify significant cultural moments, far beyond original broadcast audiences.”
The Social TV Lab findings, compiled from various sources, including Nielsen’s Brand Effect for Twitter, Datalogix’s matched household modeling, Twitter’s in-tweet surveys, looked at results for campaigns from 15 U.S.-based SMG clients as well as general social TV engagement.
The results present a cou…