We've talked about Twitter as a perfect complement to television. Viewers like to sit there and relax and enjoy the show - as well as the conversations and comments on Twitter. However, while it has never been easier to reach people on a device or screen, it has never been more difficult to get their attention. Competition is fierce for TV marketers to ensure that their audiences are aware of new and existing programs on their networks.

Twitter has been trying to help TV marketers assess the impact of its ads. In a series of recent Nielsen studies commissioned by Twitter, we found that viewers were more likely to watch linear TV shows when they were exposed to Twitter ads. This is Twitter's breakthrough measurement with Viacom and other television networks, a milestone for our first platform for mobile and social media to showcase where television belongs. 

Whether you're a media planner or a CMO, marketers can learn from this:

The latest Nielsen Watch performance study shows that viewers are more likely to watch linear television after contacting Twitter media.

We've talked about Twitter as a perfect complement to television. Viewers like to sit there and relax and enjoy the show - as well as the conversations and comments on Twitter. However, while it has never been easier to reach people on a device or screen, it has never been more difficult to get their attention. Competition is fierce for TV marketers to ensure that their audiences are aware of new and existing programs on their networks.

Twitter has been trying to help TV marketers assess the impact of its ads. In a series of recent Nielsen studies commissioned by Twitter, we found that viewers were more likely to watch linear TV shows when they were exposed to Twitter ads. This is Twitter's breakthrough measurement with Viacom and other television networks, a milestone for our first platform for mobile and social media to showcase where television belongs. 

Whether you're a media planner or a CMO, marketers can learn from this:

Twitter is driving linear TV ratings.

Nielsen assessed the impact of two Twitter campaigns on the broadcaster's weekly football matches. These campaigns use "recommended videos" and "video-in-stream ads" to drive football matches that are broadcast online.

The study found that people who only received Twitter ads were 23 percent more likely to watch football matches than those in the control group who did not advertise. By using the video on Twitter, the broadcaster scored the most interesting new content to viewers and attracted them to watch it.

Twitter and television have always had a symbiotic and complementary relationship. But until recently, we haven't been able to prove the effectiveness of Twitter ads in driving linear adjustments. Now that we have this capability, we further underscore Twitter's commitment to demonstrating ROI for advertisers with trusted partners such as Nielsen. "

The latest Nielsen Watch performance study shows that viewers are more likely to watch linear television after contacting Twitter media.

We've talked about Twitter as a perfect complement to television. Viewers like to sit there and relax and enjoy the show - as well as the conversations and comments on Twitter. However, while it has never been easier to reach people on a device or screen, it has never been more difficult to get their attention. Competition is fierce for TV marketers to ensure that their audiences are aware of new and existing programs on their networks.

Twitter has been trying to help TV marketers assess the impact of its ads. In a series of recent Nielsen studies commissioned by Twitter, we found that viewers were more likely to watch linear TV shows when they were exposed to Twitter ads. This is Twitter's breakthrough measurement with Viacom and other television networks, a milestone for our first platform for mobile and social media to showcase where television belongs. 

Whether you're a media planner or a CMO, marketers can learn from this:

Twitter is driving linear TV ratings.

Nielsen assessed the impact of two Twitter campaigns on the broadcaster's weekly football matches. These campaigns use "recommended videos" and "video-in-stream ads" to drive football matches that are broadcast online.

The study found that people who only received Twitter ads were 23 percent more likely to watch football matches than those in the control group who did not advertise. By using the video on Twitter, the broadcaster scored the most interesting new content to viewers and attracted them to watch it.

Twitter and television have always had a symbiotic and complementary relationship. But until recently, we haven't been able to prove the effectiveness of Twitter ads in driving linear adjustments. Now that we have this capability, we further underscore Twitter's commitment to demonstrating ROI for advertisers with trusted partners such as Nielsen. "

Mike Dupree, Senior Manager, Media and Entertainment Solutions, Twitter.

Twitter and TV help advertising work harder.

Advertising across multiple channels can be a particularly effective strategy to increase ratings.

。 While BET wants to increase the popularity and ratings of its Hip Hop Awards program, the network runs Twitter ads in addition to television ads. Nielsen found that people who were exposed to Twitter and TV ads at the same time were more likely to listen than those who were only exposed to TV ads.

BET's viewering has tripled by adding Twitter to Twitter's Hip Hop Awards TV ad series. This provides further evidence for marketers that adding Twitter to your existing TV plan can help effectively break through the crowded media landscape, highlight new content and engage viewers.

Because of Viacom's marketing skills and the strengths of the Internal Audience Science Group (ASG), it is Twitter's first choice for this test. Twitter, Nielsen and ASG work closely together on this new attribution solution to benefit the Viacom network and the wider industry.

Twitter, Nielsen and ASG work closely together on this new attribution solution, not only to benefit from the Viacom network, but also to bring new ROI capabilities to the TV and digital spaces. We appreciate the joint efforts of Twitter and Nielsen and look forward to continuing to innovate in this area. "

The latest Nielsen Watch performance study shows that viewers are more likely to watch linear television after contacting Twitter media.

We've talked about Twitter as a perfect complement to television. Viewers like to sit there and relax and enjoy the show - as well as the conversations and comments on Twitter. However, while it has never been easier to reach people on a device or screen, it has never been more difficult to get their attention. Competition is fierce for TV marketers to ensure that their audiences are aware of new and existing programs on their networks.

Twitter has been trying to help TV marketers assess the impact of its ads. In a series of recent Nielsen studies commissioned by Twitter, we found that viewers were more likely to watch linear TV shows when they were exposed to Twitter ads. This is Twitter's breakthrough measurement with Viacom and other television networks, a milestone for our first platform for mobile and social media to showcase where television belongs. 

Whether you're a media planner or a CMO, marketers can learn from this:

Twitter is driving linear TV ratings.

Nielsen assessed the impact of two Twitter campaigns on the broadcaster's weekly football matches. These campaigns use "recommended videos" and "video-in-stream ads" to drive football matches that are broadcast online.

The study found that people who only received Twitter ads were 23 percent more likely to watch football matches than those in the control group who did not advertise. By using the video on Twitter, the broadcaster scored the most interesting new content to viewers and attracted them to watch it.

Twitter and television have always had a symbiotic and complementary relationship. But until recently, we haven't been able to prove the effectiveness of Twitter ads in driving linear adjustments. Now that we have this capability, we further underscore Twitter's commitment to demonstrating ROI for advertisers with trusted partners such as Nielsen. "

Mike Dupree, Senior Manager, Media and Entertainment Solutions, Twitter.

Twitter and TV help advertising work harder.

Advertising across multiple channels can be a particularly effective strategy to increase ratings.

。 While BET wants to increase the popularity and ratings of its Hip Hop Awards program, the network runs Twitter ads in addition to television ads. Nielsen found that people who were exposed to Twitter and TV ads at the same time were more likely to listen than those who were only exposed to TV ads.

BET's viewering has tripled by adding Twitter to Twitter's Hip Hop Awards TV ad series. This provides further evidence for marketers that adding Twitter to your existing TV plan can help effectively break through the crowded media landscape, highlight new content and engage viewers.

Because of Viacom's marketing skills and the strengths of the Internal Audience Science Group (ASG), it is Twitter's first choice for this test. Twitter, Nielsen and ASG work closely together on this new attribution solution to benefit the Viacom network and the wider industry.

Twitter, Nielsen and ASG work closely together on this new attribution solution, not only to benefit from the Viacom network, but also to bring new ROI capabilities to the TV and digital spaces. We appreciate the joint efforts of Twitter and Nielsen and look forward to continuing to innovate in this area. "

Julian Zilberbrand, Executive Vice President, Audience Science, Viacom

Twitter and TV have a direct impact.

When BET paired television with a one-day Twitter ad campaign, the network boosted ratings for people who could see ads on both channels seven times more than those who didn't see any ads. By contrast, audiences that have only been running a three-month television ad campaign for BET have seen a smaller increase in ratings, but still 3.5 times. In just one day, Twitter worked quickly to attract viewers more effectively than television alone.

Twitter is an important platform for us because we want to set expectations and drive live watching BET. In our tent events, we usually see the audience's voice on Twitter, so it's natural to see a huge boost from the platform's Hip Hop Awards. "

The overall conclusion of our study is simple: Twitter is committed to launching new programming and expanding existing television activities on cable and radio networks. Adding Twitter to your existing TV ads will make your ad effort more difficult to attract viewers. We're excited to see Twitter use Nielsen's Watch Effect feature to showcase the value of the Twitter and TV experiences. By bringing together data from the Digital Ad Ratings and National Dashboard panels, we can quantify the effectiveness of social advertising in improving TV ratings. "