An industry study examining the value of the earned TV Twitter audience for media companies and brands has found that more than 90 per cent of those who see TV show-related tweets have taken immediate action to watch, search for or share content. The study also found that TV show viewers exposed to brand tweets are more likely to pay attention to the brand’s on-air advertising.

The study – Discovering the Value of Earned Audience – How Twitter Expressions Activate Consumers – was

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