Symphony Advanced Media (SymphonyAM), the technology leader in single source cross-media measurement, today released data that shows women and Twitter were a powerful combination during the 2014 Oscars. The Academy Awards live broadcast saw more women — 7.4 percent — using the Twitter app while watching the show than any other broadcast in 2014. Women using Twitter spent, on average, 12.6 percent of their Oscar viewing time using the app. Other top programs for Twitter in 2014 included the Grammy Awards and Scandal’s Feb. 27, 2014 telecast.

Not only was the concurrent usage of the Twitter app during a broadcast the highest of any program so far this year, but women who used the app stayed tuned to the Oscars for 39 percent longer than those not using the app. This amounted to more than 23 minutes of extra viewing time.

SymphonyAM updated Oscars chart 2

“Using mobile apps while watching TV has become the new norm, but advertisers are yearning for details on whether this is good or bad for them,” said Charles Buchwalter, president and CEO of Symphony Advanced Media. “The fact that women using Twitter spent considerably more time than the average woman watching the Oscars broadcast suggests that a mobiletasking consumer may be a more media-engaged consumer.”

To learn more about SymphonyAM, visit: http://www.symphonyam.com.

About Symphony Advanced Media

Symphony Advanced Media, the pioneer in single-source cross-media passive measurement, is a leading media research and data technology firm that measures integrated media consumption and resulting behaviors, enabling advertisers, agencies and publishers to optimize media strategies and maximize advertising performance. Symphony AM provides unparalleled focus on individual, single-source, real-time cross-media measurement, a firm belief that passive measurement is better than stated measurement and deep commitment to reaching new levels of advertising effectiveness accuracy. Learn more about Symphony Advanced Media at www.symphonyam.com.