TORONTO – Using Twitter while watching live television and ads provides a more memorable and engaging experience, according to new research commissioned by Twitter.
The social networking service said that it teamed up with multinational neuromarketing firm Neuro-Insight (@neuro_insight) to gain a better understanding of how Twitter impacts the live viewing experience. The firm used advanced neuro technology to read and analyze second-by-second brain responses to content and advertising during selected live TV events where respondents were asked to view the live content using Twitter only, TV only, and a combination of the two.
According to a blog post by Twitter Canada’s head of research, Alyson Gausby, key findings include:
– Event-related content is more engaging and memorable on Twitter. Both engagement (+72%) and memorability (+80%) were significantly higher on Twitter versus on TV alone.
– Adding Twitter to the TV experience, however, made TV event content more engaging (+28%) and memorable (+30%).
– TV ads can benefit from adding Twitter. Responses to TV ads were significantly higher in terms of both engagement (+40%) and memorability (+28%) when Twitter was included in the experience.
– In fact, Twitter users were able to correctly recall slightly more TV ads than those who were watching TV alone.
