Does live tweets while watching TV divert the attention of commercials?

Researchers from the Kelley School of Business at Indiana University and the Goizueta Business School of Emory University have published a new research in the journal INFORMS Marketing science which reveals that advertisers can see a boost in online shopping when viewers perform multiple tasks at once and engage in social media activities while watching certain programs.

The forthcoming study in the April edition of the journal INFORMS Marketing science s "Social TV, advertising and sales: Is social programming a good thing for advertisers?" and is written by Beth Fossen of the Kelley School of Business at Indiana University and David Schweidel of the Goizueta Business School of Emory University.

In 2014, Nielsen estimated that 80% of US viewers were simultaneously using another device while watching TV. The habit of tweeting live and using social media while watching TV has been dubbed "social TV".

This trend has preoccupied some media and advertising stakeholders as to whether it would impede the effectiveness of commercials broadcast on specific television programs. The study aimed to determine the relationship between program-related online gossip volume and online shopping behavior at retailers who advertised during programs.

They found that ads in programs featuring more social activity on television also saw increased responsiveness in terms of online shopping behavior.

"We found that this trend varied based on the mood of the ad, with fun and emotional ads experiencing the largest increase in online shopping," said Fossen. "Our results shed light on how advertisers can encourage online shopping on their websites in the era of multi-screen consumers."

The researchers took into account traffic and online sales on retailers' websites, prime-time TV advertising for retailers, social media discussions about the TV program or advertisers, as well as characteristics of advertising and the program. The study examined data from more than 1,600 advertising instances for five retailers having announced 83 broadcasts during the fall 2013 television season.

"Our research indicates that there may be four main reasons why programs with strong online involvement can benefit advertisers," Fossen said. "The first participation in online discussions on a show may indicate that viewers are more involved in it.Secondly, participation in an online show may encourage a loyal and engaged audience. production and consumption of brand-driven earned media.In other words, viewers who discuss the TV program can also discuss online advertisements. "

---

---