A study by the Advertising Research Foundation has uncovered a strategy that has been successful in helping to drive viewership for TV shows. The New York Post reports that the study found actors who tweet about their television shows can boost the programs’ viewership.
The study found that “TV-related tweets from a show’s star or cast member are 40 percent more likely to drive viewership to that show than a tweet from someone’s friend or family member,” the piece adds.
Tweets from a show’s Twitter account only drive 18% of viewers to the show, the study found.
"In addition, over 90% of people who’ve seen show-related tweets will immediately check out the show or share its content," the story reports.
The article adds: “The study also bodes well for advertisers; 54 percent of those who recall seeing tweets mentioning brands have either tweeted about the brand, searched for it online or [are] considering trying the product.”
The study was based on responses from about 13,000 people.