Peter, our COO uncovered this gem from a recent Twitter blog post. Their new findings support use of hashtags in TV spots for brand building. An excerpt read:
“Our research also demonstrated a difference in the ability for a TV spot to help build a brand. We found that the impact of a TV commercial, as measured by a lift in brand favorability (the likelihood for a viewer to rate a brand ‘excellent’ on a five-point scale) was 7%. Among those viewers who were also tweeting, the lift was 18%. The lift in purchase intent was also higher among those tweeting: 30% compared to 16% in the TV-only group.”
Read the full article here.