Advertisers could end up paying more for TV spots during shows that get a lot of action on Twitter, according to the social network’s managing director of global brand and agency strategy.
Speaking at the National Association of Television Program Executives (NATPE) event in Miami yesterday, Twitter's Jean-Philippe Maheu said tweets could start directly impacting network pricing later this year.
The claim is based on findings from Twitter's deal with ratings agency Nielsen in the US which measures Twitter engagement during TV shows.
While shows may have similar ratings in terms of TV audience, the Nielsen Twitter rating could have an impact on what an advertisers pays, with more dollars charged if a show has higher engagement online.
Maheu said according to some soon-to-be-published research it has carried out, tweeters have greater recall of ads and 37% greater engagement, which makes the audience more valuable and could mean some shows end up costing advertisers a lot more.
The Top 10 rating TV shows in the US, according to the Nielsen Twitter ratings for the week to 26 January included the Grammy Awards, ABC's The Bachelor and MTV's Teen Wolf.
Twitter claims around eight in 10 TV viewers use Twitter or other social networks on second screens while they watch TV.
Twitter is also trying to find a way to integrate targeted advertising messages within Twitter messages during TV shows.
The Nielsen rankings launched in the US in October last year, and although the measurement system isn't in place in Australia, Twitter is thought to be in discussions with Nielsen to introduce it. Its Amplify service laucnhed earlier this year and it has also signed deals with a number of TV networks to bring social and TV closer together.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.