Through recent Twitter studies and articles we found that:
- 31 total hashtags were used in 57% of nationally-run Super Bowl ads, up from 50% last year, according to #Hashtagbowl
- #Hashtags in TV ads drive positive brand conversations
- TV ads that featured hashtags had 42% more Tweets about the ads than those without hashtags
- Additionally, Esurance asked TV viewers to enter their #EsuranceSave30 sweepstakes on Twitter to win an extremely enticing prize. Esurance accrued 3 Million tweets, with 200,000 coming in the first minute after the ad aired.
- The success is tied to both, a great prize and the tie of Twitter and TV
- Twitter keeps viewers tuned in to advertising
- The use of Twitter while watching TV, decreased the likelihood of users changing the channel while watching the ad
- Twitter makes TV ads more effective
- Viewers who watched TV without a second-screen had an average TV ad recall of 40% while those who watched TV while using Twitter, had an ad recall of 53%, as shown below
This research helps drive home that using hashtags in ads should be a best practice. When this combination is used with large scale events, like the Super Bowl, it is beneficial for both brands and viewers.
To learn more about this Twitter study and why TV and Twitter are better together, click here. See the full infographic below: