Emory University, Goizueta Business School

Emory University, Goizueta Business School Emory University, Goizueta Business School

1300 Clifton Road, Atlanta, 30322, GA, US

Social media mentions of television advertising

 Social media mentions of television advertising 2018-07-30
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David Schweidel

Television advertising is an expensive proposition, so media planners and advertisers are devoting considerable attention to social media mentions of their advertising and the real-time feedback it can provide. David A. Schweidel, associate professor of marketing, and coauthor Beth L. Fossen 16PhD (Indiana U) study this trend by using data from actual television advertising on the broadcast networks and brand and program mentions of those same ads on Twitter. The pair found that television advertising does impact the volume of online word-of-mouth for the advertised brand and the program showing the ad. Ad and brand characteristics played a huge role in creating social media “chatter.” For instance, movie advertisements generated the largest increase in online word-of-mouth. Ads for phones, computers, notebooks, and tablets also created substantial increases in social media mentions. In contrast, apparel, dental care, nonprofit ads, and PSAs benefited the least in terms of online brand chatter. Higher rated programs resulted in more online chatter for the ads shown, likely due to the fact that these programs draw larger viewing audiences.


Social TV: How Social Media Activity Interacts With TV Advertising

Television viewers are increasingly engaging in media multitasking while watching programming. One prevalent multiscreen activity is “social TV” – the simultaneous consumption of television alongside social media chatter about the programming. While online interactions with television programming can result in a more engaged and attentive audience, social TV activities may also distract media multitaskers from advertisements.