We found that viewers watching TV without a second-screen had an average TV ad recall of 40%. But among those using Twitter, ad recall was significantly higher: 53%. These viewers were also 13% more likely to discuss shows and 3% more likely to recommend programs, making TV x Twitter a win/win for advertisers and networks alike.
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."