The phenomenon of the double screen is already fully spread, and few viewers are reluctant to take a look at their mobile, tablet or laptop while watching their favorite programs, and this habit multiplies during the advertising break.

There are those who take advantage of those 5, 10 or 15 minutes to Djibouti Email List go to the kitchen to have a snack, there are those who bet on zapping and there are those who invest it in taking a little nap. But most, what they do, is pay more attention to that second screen, for example taking a look at social networks. And the data confirms it: during the advertising breaks, engagement in social networks shoots up.

But the most interesting thing is that they go precisely to the pages of the brands that they have seen on television, or at least, that is the conclusion that a new study of Turner and 4C, reviewed by Social Times, throws and that is very promising for the brands, since 1 in 5 interactions with corporate profiles was driven by television ads, specifically, 18%. As they explain in the report: “Reinforcing the importance of television impact, consumers influenced by television must go to a second screen and navigate through an application or a website in order to participate in social actions, which indicates a strong intention to engagement “.

In addition, the impact of the ads is even greater if at the same time that a certain spot is broadcast, there is an ad on social networks of the same brand, and that situation is currently responsible for 3% of the interactions on brand pages .

Finally, the study highlights that advertising during premium programs has an even greater influence, and manages to generate brand engagement in social networks up to 4.5 times more than in less popular programs. Premium would be sports programs, live and original content, from which ads would originate 64% of all interactions driven by television.

From Turner they point out that “the industry is well aware of the ability of social media to bridge the distance that separates brands and consumers, but very little research has yet been done on what is the role of television -the most powerful marketing channel. for advertisers – to drive viewers into social space. ”

Social TV is modifying the behavior of audiences and consumers

It may not yet be known much about how television impacts social networks, but there are many studies that investigate how social networks are changing the way we watch television. And it is that more and more consumers interact on Facebook, Twitter or Instagram while watching TV.

And in many cases, to speak precisely of what they are seeing in it. Twitter is one of the platforms where this “social TV” occurs the most, that is, they comment on the content they are consuming. And it is not something exotic: according to Twitter data , during prime-time, 85% of users post tweets about what they see on TV.

In addition, second screens are eminently mobile, since 87% of tweets that talk about television are made from mobile devices