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Almost two-thirds of Twitter users in France tweet while they watch TV. What's more, they are more likely to have an affinity for a brand that advertises on both Twitter and TV.
Almost two thirds of Twitter users in France ages 18 to 64 used Twitter while watching TV in 2016, an increase of 15% from 2014, according to a study by iligo, in cooperation with Twitter. About the same increase was seen in users who tweeted about the live TV program they were watching as they did so.
And it appears the social media network has a way of endearing users to brands, as well. Nearly 90% of respondents said that ad campaigns conducted via TV and Twitter increased brand affinity, whereas just 27% said the same about TV-only campaigns.
Nearly 70% appreciated the tone or humor of a brand's campaign if it was conducted on TV and Twitter, while 41% felt the same way about TV-only campaigns.
And perhaps most importantly, 58% said that they would consider purchasing from a brand that ran a campaign on TV and Twitter, vs. less that one in three who said they same about TV-only campaigns.
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