Brands that have been consistently advertising on TV are finding new connections with their social audience, especially the consumers who tweet about what they’re watching. Nielsen has come up with an estimate of the number of consumers who tweet while they tune into their favorite programs. This audience is too big to ignore, especially since this activity is taking place during live programming and gives marketers an opportunity to increase reach.
In a study conducted late last year, Nielsen analysts concluded that about 36 million consumers tweeted about TV during all of 2013. Of these folks, about 5.5 million specifically tweeted about brands during their active TV viewing sessions. The firm's research also delved into the types of products that TV viewing consumers are most likely to tweet about:
- Consumer electronics 74%
- Restaurants 48%
- Food 29%
- Beverages 27%
- Automotive 24%
Consumer electronics retailers, in particular, should be taking note, and considering ways that they can speak directly to these consumers to encourage more social sharing. Some of these Twitter users may well be brand ambassadors and extend influence over the buying habits of friends and family members.
Advertisers might also be interested in learning more about the demographics of the Twitter universe. The latest numbers published by Pew Research Center’s Internet Project show that 29% of all Black and 18% of Hispanics are Twitter users. In addition, nearly 1/3 of 18 to 29 year-olds use this social network. These statistics suggest that TV marketers have a great opportunity to reach emerging majorities, especially if they tie a Twitter component into their ad campaigns.
To learn more about Twitter users, check out the AudienceSCAN report available on the Research Store at ad-ology.com.