Twitter expects that its Twitter TV ratings, which it releases each day in partnership with Nielsen, will impact this spring's advertising upfronts, said Jean-Philippe Maheu, Twitter's managing director of global brand and agency strategy, at NATPE 2014's opening keynote in Miami.
According to Maheu, Twitter surveyed 12,000 people who both watch TV and Tweet about it, and found a 37% increase in advertising recall among those people.
Brands really love the platform because they are really able to double down on psychographic profiles, Maheu told moderator Lauren Zalaznick, former executive VP of NBCUniversal. They can associate themselves with TV shows that they are already sponsoring.
Brands also have used Twitter in creative ways. For example, during Sunday night's Grammy Awards on CBS, Arby's tweeted out: Pharrell, can we have our hat back? referring to the giant brown hat that the award-winning performer had donned for the evening. The tweet was retweeted 75,000 times for 3.5 million impressions, said Maheu.
Similarly, during last year's Super Bowl, Oreos grabbed an opportunity during an in-game power outage to tweet out: Power out? No problem. You can still dunk in the dark.
That tweet was retweeted thousands of times and written about later. The social media teams of other brands - Tide, Audi, Volkswagen and Motel 6 - also chimed in with quick tweets that made light of the situation and also snuck in a brand message.
That connects you with your customers in a smart and funny way, said Maheu.
While Twitter is certainly making the rounds to spread the message that it's open for business when it comes to TV advertising, marketing and partnerships, Maheu says it's also working strategically to make sure those messages mainly reach those who want to read them.
I recently was in a meeting with senior executives from a creative agency and someone asked if we had advertising on Twitter, said Maheu. So far, we've been extremely sensitive to the user experience on Twitter. The amount of advertising that we deliver on the platform is limited.
Beyond advertising and marketing, Twitter also is reaching out to Hollywood creatively, working with showrunners and casts to learn how to best use the platform to connect and engage audiences.
After last year's upfronts, all of the nets opened up the door to us and said why don't you work directly with our producers?' said Fred Graver, Twitter's head of TV. We did boot camps and started working with writers' rooms, talent and showrunners to begin to engage with the audience around themes and content of their shows. The two best examples I have are both shows that have been around for a long time.
CBS' The Good Wife hands over its Twitter feed every Sunday night to the guy who wrote the episode, and he or she posts Vines, behind-the-scenes photos, and photos from set and talks to the audience, said Graver. One of the things we say to talent is all you need to do is post five or six Tweets during that hour. What fans really want is to be retweeted - it's like the modern-day autograph.
Last summer, Graver's team at Twitter began working with the cast of NBCUniversal's Law & Order: SVU.
They had their best premiere in five years this season, said Graver. If you think scripted and live programming can't both work on Twitter, they can.
That said, live programming is one of Twitter's raisons d'etre, with people taking to the online service during major events like the Golden Globes, Oscars and Super Bowl by the millions. That dynamic is pushing broadcast and cable networks to dig deeper to come up with new programming - such as NBC's Sound of Music Live, which garnered nearly 20 million viewers - to promote hard and air live.
Twitter also has cleverly found a way to keep the momentum of live programming going, by sending out ICYMI (in case you missed it) Tweets the next day that include trending video moments. For example, after people were buzzing about a 54-shot rally during the US Open Tennis Tournament last fall, Twitter sent out ICYMI tweets that included video of that rally.
That offers us value outside the live window, said Mike Park, senior manager of Twitter Amplify.
Still, Twitter wants to play a role in driving viewers to primetime while it's on.
How do we get people to show up a day at a time? wondered Graver. That's the problem we are trying to solve with our TV partners. How do you help content find the right audience and how do you help the audience find content they want to watch? I think Twitter will become this guru that helps you find what you want to watch when you want to watch it.
Twitter also is working with syndicators and TV stations to geo-target tweets to local markets, so if a viewer is watching and tweeting about Ellen, for example, in Cleveland, other viewers in that market can join the conversation.
We want to help engage local audiences, Graver said.
Finally, Twitter also is doing its part by working with charity and other organizations. According to Graver, Bank of America and Bono's charity, Red, are working on a campaign in which people will tweet over 24 hours that a one-minute video of a new U2 song, which was produced by Judd Apatow, is available. Apatow and his band of comedians are going to do everything they can to bankrupt Bank of America, said Graver.
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
30/08/2025
WASHINGTON The Federal Communications Commission has adopted its FY 2025 Regulatory Fees Order that establishes the regulatory fee rates for the broadcast stati...
29/08/2025
Australian Red Cross and SBS launch training to help workplaces in the fight aga...
29/08/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
29/08/2025
L3Harris Technologies has concentrated decades of expertise across the entire enterprise to develop affordable and reliable best-of-breed solutions to rapidly c...
29/08/2025
BURBANK, Calif. The CW Network and the Pac-12 Conference have announced a new media rights deal that will extend their broadcast partnership beginning with the ...
29/08/2025
NEW YORK Gracenote has released a new analysis of its global video dataset showing that the number of FAST channels grew nearly 14% from Q1 2025 and 76% since 2...
29/08/2025
SAN JOSE, Calif. Harmonic has announced a series of improvements to its live sports streaming solution that the company said will improve fan engagement, protec...
29/08/2025
NEW YORK and LOS ANGELES Fox Corp. and YouTube TV last night announced a renewal of the full portfolio of Fox networks, including Fox News Channel, Fox Business...
29/08/2025
Budapest, Hungary, August 2025 - The integration of Microsoft Teams Rooms (MTR) with Lightware's Taurus universal matrix switchers delivers a new level of f...
29/08/2025
Frequency, the engine behind many of the world's best-known streaming television channels, today announced it will launch Studio Live, a next-generation uni...
29/08/2025
In an era when AI and cyber resilience are essential, Scality will mark the 10th anniversary of Scality Day on October 16, 2025 in Paris. This flagship global e...
29/08/2025
Disguise's In-House Creative and Technical Teams Pre-Visualised, Programmed and Delivered Content for the Experience, All Powered by EX 3+
Technology solu...
29/08/2025
Disguise will be demonstrating the latest workflows for TV, film and live events on a number of partner booths at the show
Disguise, the industry-leading tech...
29/08/2025
STOCKHOLM, Sweden Accedo will showcase Accedo Compose, its AI agent-powered modular orchestration layer that assists streaming providers in transitioning client...
29/08/2025
LOS ANGELES Cineverse has announced that it is working with Xperi to bring four of its streaming channels to automobiles for the first time as part of the DTS A...
29/08/2025
DALLAS & ATLANTA Gray Media has announced an agreement with the sports streaming service Victory+ to simulcast 17 Dallas Stars NHL games in 15 television market...
29/08/2025
NEW YORK AND CULVER CITY Comcast NBCUniversal and Amazon have announced new and extended distribution agreements that will expand the content available on their...
29/08/2025
FOOTHILL RANCH, Calif. RED Digital Cinema will feature its Cine-Broadcast Module supporting live broadcast workflows during IBC2025, Sept. 12-15, at the RAI Ams...
29/08/2025
29 Aug 2025
Kyivstar Rings Opening Bell at Nasdaq Marking Landmark Listing and ...
29/08/2025
More than half of all NFL games live on Sky for the first timeFriday 29 August 2025
Sky Sports has announced a new three-year deal with the NFL, extending its ...
29/08/2025
Back to All News
RIV4LRIES: The Trailer of the New Series With Samuele Carrino ...
29/08/2025
Get ready for an inspiring and emotional insight into the world of competitive Irish dancing with My Story: Tomi Champion of the World airing on RT 2 this monda...
29/08/2025
RT has today announced that David McCullagh is to be the new presenter of RT Radio 1's flagship Today programme, which airs every weekday at 10am, replaci...
28/08/2025
By Kristin Feeley, Director, Documentary Film & Artist Programs
If you want to tell untold stories, if you want to give voice to the voiceless, you've got ...
28/08/2025
Directed by Steven Bognar and Julia Reichert, Sundance Institute-supported Amer...
28/08/2025
Corridos have been a cornerstone of M sica Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational c...
28/08/2025
Los corridos han sido un pilar de la M sica Mexicana durante generaciones, contando historias enraizadas en la vida cotidiana. Ahora, un nuevo cap tulo est tom...
28/08/2025
Earlier this month, we promised our Verano Forever party would bring the heat, a...
28/08/2025
L3Harris will provide the Polish F-16V fleet with the Viper Shield electronic warfare system as part of an upgrade program....
28/08/2025
Bilbao, August 26, 2025 - AgileTV, an international television and video technol...
28/08/2025
Ken Wilkinson is an Emmy Awards nominated New York audio engineer who specialises in production sound mixing for film, commercial, episodic and documentary work...
28/08/2025
NEW YORK FuboTV today announced that it will launch Fubo Sports, a skinny bundle that focuses on sports with a subscription price of $56 monthly....
28/08/2025
NEVADA City, Calif. At IBC2025, Sept. 12-15 at the RAI Amsterdam, Telestream will debut its new Global Ingest strategy, introducing a next-generation ingest arc...
28/08/2025
Dr. Rhoda Bernard Releases Groundbreaking Debut Book on Accessible Arts Educatio...
28/08/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has named Oliver Gappa as Sales Di...
28/08/2025
AI-based voice enhancement will be among a series of innovations making their IBC 2025 debut on the DHD stand B46 in Hall 8 at the RAI Amsterdam Convention Cent...
28/08/2025
Telef nica Servicios Audiovisuales (TSA), the leading system integrator and service provider in the media sector in Spain, with the support of Appear, the globa...
28/08/2025
To fully immerse sailing fans in the world's biggest offshore yacht race, production company, Optical Media turned to LiveU's On-site Production solutio...
28/08/2025
Working with Calrec on its most recent overhaul, radio and television broadcaster, WNED has migrated to a fully IP infrastructure with multiple Type R consoles,...
28/08/2025
Cleeng, the Subscriber Retention Management (SRM ) inventor, has unveiled Cleeng Pro, the first-ever direct-to-consumer (D2C) subscription management platform t...
28/08/2025
Zixi, the industry leader in live broadcast-quality video over IP, today announced that French media distribution platform OKAST has selected Zixi to enable rel...
28/08/2025
Solution offers a streamlined, speaker-free architecture to optimize integration with premium external loudspeakers and advanced loudness metering
Nixer Pro Au...
28/08/2025
Cinegy, the premier provider of software-defined television technology, has announced a strategic partnership with Vision One Touch Film Production Services L.L...
28/08/2025
Telestream, a global leader in media workflow technologies, will debut its new Global Ingest strategy at IBC2025, introducing a next-generation ingest architect...
28/08/2025
Tier 1 operator selects Broadpeak to power high-performance, unified CDN solution across Norway, Sweden and Finland
Broadpeak, a leader in streaming and moneti...
28/08/2025
Leading video software provider, Synamedia, today announced that 24 Frames Digital, one of India's leading live event streaming service providers, has chose...
28/08/2025
Meet VisualOn at IBC2025: See What's Next in AI-Powered Video Streaming Join VisualOn at IBC2025 and discover how our AI-driven Optimizer and advanced media...
Twitter expects that its Twitter TV ratings, which it releases each day in partnership with Nielsen, will impact this spring's advertising upfronts, said Jean-Philippe Maheu, Twitter's managing director of global brand and agency strategy, at NATPE 2014's opening keynote in Miami.
