Can Twitter make a difference for advertising?

Recent analysis from Symphony Advanced Media and Millward Brown Digital might make advertisers happy. It showed those watching TV in the traditional fashion are 17 percent likely to tune away during commercial breaks, as compared with 8 percent of viewers tweeting during the program.

In addition, brand recall from commercials was 40 percent without social media, 53 percent with. The studies also indicated that viewers were more likely to purchase the advertised products (a 16 percent lift versus 30 percent) if engaged in tweeting.

It was also noted that if a television commercial used a hashtag for the product, a higher level of viewer engagement was achieved.

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