The close relationship between Twitter and television – Customer Talk

Dutch television and Twitter have over the years built a strong bond. Hashtags as #DWDD, #BZV and #TVOH have programs on social media given a recognizable character. Television Range and the number of tweets you have a clear relationship. The interaction between the two channels is mutual. A wide range of TV creates a lot of messages on Twitter. And many tweets provide more viewers.

Sports and entertainment

The strength of the relationship is mainly determined by the genre of the television. Sports and entertainment score best. This is evidenced by the “Twitter TV Study,” a study of the relationship between the social medium of 140 characters and the traditional tube. In the period between October 2013 and May 2014, GfK has a large number of television shows the relationship between Twitter and TV analyzed. The study was conducted in collaboration with Twitter and Television Promotion Foundation (SPOT).

Significant relationship

The research shows that there is a significant relationship between television coverage and the number of tweets. Programs that have a wide range of television, also concerned by the social medium for many messages. Something happens in a TV show, then this affects the number of tweets. A reverse effect is also possible. Increasing activity on Twitter cause higher ratings. The mutual influence is strongest in programs in the genres of sport and entertainment.

Twitter and TV at the same time

Watch television shows in the Netherlands are increasingly being combined with following the events on Twitter. The number of people simultaneously watching broadcast on TV also follow developments on this television program on Twitter, rising to 15 per cent of the total audience. In some programs, you can see that TV influences the social medium, but conversely makes Twitter in some cases additional television coverage.

Extra viewers tweets

of additional viewers for example been the case in the final of the Eurovision Song Contest in 2014. The occurrence of Conchita Wurst from Austria at the time provided for a relatively large tweets. It has in the immediate minutes after the publication of the reports provided for an increase in the number of viewers within the Twitterers group. Also in the Christmas special of “All you need is Love” and the television program “3FM Serious Request” shows that Twitter generates additional television coverage.

Role ambassadors

Within the analyzed programs is a group of accounts observed which in each case leads to an increase in the number of tweets. This group of ambassadors includes fan sites, and well-known Dutch official Twitter accounts of the respective programs. This company provides 8 percent of the total number of reports about these programs. About 76 percent of the selected programs, this group of ambassadors something twittered. One in ten tweets about the selected programs directly or via a retweet from an ambassador

Source:. Customer Talk