Twitter has become a key part of the TV viewing experience for millions of fans across Canada, especially during award shows, season premieres, big games, or any programming that qualifies as “appointment viewing”.
For example, in 2017, these were the five most mentioned televised events amongst Canadian Twitter users:
There are two main reasons people flock to Twitter during live TV events:
To gain a better understanding of how Twitter impacts the live viewing experience, we called in some experts from Neuro-Insight (@neuro_insight), a multinational neuromarketing firm who use advanced neuro technology to measure media consumption. While it may sound a bit sci-fi, their patented technology is able to read and analyze second-by-second brain responses to content/advertising. This technology has been validated both scientifically and commercially (proven to predict consumer choice and market behaviour, and sales performance).
Our tests took place during selected live TV events across the globe. As part of the lab that took place in Canada, respondents were fitted with headsets that read and recorded brain data and eye movement. To track specific interactions on mobile devices, they were also filmed throughout the experiment. Respondents were then asked to view live event content using Twitter only, TV only, or a combination of the two. In total, over 108,000,000 data points were collected and analysed for this research.
There were two key metrics measured in this study:
Here are some key findings that show how Twitter impacts the live viewing experience:
Overall, we found that Twitter enhances the way that people experience events on TV in three primary ways:
For more information visit marketing.twitter.com
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