Advertising on TV and social media, a perfect synergy

The television spot for the new Volkswagen Golf GTI increases comments about the brand on Twitter by more than 40 times. The campaign integrated Twitter through the use of a hashtag in the spot and promoted tweets associated with television programs.

The social audience of television, that is, the comments that viewers make on Twitter about the programs they watch, also includes the presence of advertisers. Spots, telepromotions, internal minutes or any advertising action on television generate conversations by viewers.

In this context, General, a company specialized in measurement and analysis of social television, has studied the comments of the television campaign of the new Volkswagen Golf GTI for the period from June 8 to 24, 2013.

In addition to the television spots, which included the hashtag #mitoGTI to encourage conversations, promoted tweets have been made on Twitter associated with television programs, that is, those users who were commenting on television programs during their broadcast have been impacted.

According to the Tuitele study, the screening of the spot on television has multiplied the conversations around Volkswagen Golf on Twitter by more than 40 times the usual amount compared to when there is no advertising on television.

Furthermore, the sentiment of the comments relating to the spot and the brand has been analyzed and it has been observed that the comments on the spot have been 2.4 times more positive than the general comments on Volkswagen and 2.3 times more positive than the general comments on the automotive sector.

And the measurement of the social audience applied to television advertising emerges as a new way of analyzing advertising effectiveness, quantitatively and qualitatively. Quantitatively, understanding the impact that television campaigns have on conversations around the brand and their effectiveness related to investment.

Thus, a screening of the spot complemented by a promoted tweet on Twitter associated with conversations about a program with a medium social audience and a social audience with high affinity for Volkswagen (Titele affinity) has generated the highest performance in terms of comments per GRP with 46.2 comments on the spot per GRP. The general average of the campaign has been 3.3 comments on the spot per GRP.

On the other hand, making a promoted tweet associated with conversations about a program with a medium, high social audience and simultaneous with the screening of the spot on TV multiplies by 10 the average number of conversations about the spot during the campaign.