Trendrr, social television analysts, have released a report claiming that Facebook significantly exceeds Twitter in its “second screen” presence.
“Second screen” activity denotes those viewers that interact collectively on a mobile device during, and after, their favorite shows.
While Trendrr only collected data from Facebook for one week in May, their research showed that “the volume of Facebook user engagement relating to television programming was five times as large as all other social networks combined.”
That’s a serious discrepancy.
However, when you learn that Facebook has 1.1 world-wide members, as opposed to Twitter’s alleged 200 million, those numbers seem much more proportionate.
The authors further clarify their findings: “Live events during airtime, such as sporting events, also showed dramatically higher levels of activity over other social networks, something that may be surprising for some who view Facebook as a platform mostly for extended conversation.”
It is no secret that Twitter’s limited 140 character messages leave serious discussions a bit choppy; it is much easier to rant and rave over Sunday’s True Blood via Facebook.
Twitter has acknowledged this, and has made rigorous attempts at collaborating with advertisers seeking pioneering methods of reaching engaged television viewers that consistently skip commercials (thanks to the phenomenal invention of DVR).
In an attempt to rectify this, Twitter now enables certain domestic advertisers to connect with members who are tweeting about what they’re watching, thanks to a newly-added beta service. It will enter the newsfeed as a Promoted Tweet.
Twitter believes that: “The impact of using Twitter in combination with TV advertising is significantly greater than that of using TV advertising alone.”
"Users that Twitter identified as being exposed [to an ad] on TV and then engaged with a Promoted Tweet demonstrate 95% stronger message association and 58% higher purchase intent compared to users identified as being exposed on TV alone."