Television advertising has a big impact on the social media world, according to a new report
Research conducted for Turner Broadcasting by 4C found that commercials prompt consumers to interact with brands on Facebook and Twitter, and premium programming generates more engagement content.
The six-month study of 26 brands found that one of five (19.5%) social media brand engagements were driven by television advertising. Social media ads were the top driver of social engagement because consumers are already on digital devices and one click away from posting. With TV, consumers must switch to a second screen to take social action.