The study by marketing analytics software provider @MarketShareCo, commissioned by Twitter, reveals that Twitter contributed to 18% of UK cinema ticket sales over a three-year period using marketing mix modelling, which estimates sales volume driven by each marketing channel.
Twitter contributed to 18% of UK cinema ticket sales over a three-year period
This figure represents a combination of Tweets sent by film fans about movies and Twitter advertising run by film studios and marketers.
Of those box office sales for which Twitter was responsible, the majority came from Tweets by users talking about movies, accounting for 13% of total sales. This points to the importance for film studios and marketers to monitor social buzz to deliver moments that matter to film fans.
This is borne out by other recent Twitter research by @ResearchNowUK. This found that 3 in 5 (61%) said Twitter directly influenced their decision to see a film.
Delivering a return on ad spend
Speaking to this point, @MarketShareCo discovered that Twitter Ads not only play a role in influencing cinemagoers, but that they can also be highly effective in doing so. The research shows that for every £1 invested in Twitter Ads, £5.88 was generated in box office ticket sales.
For every £1 invested in Twitter Ads, £5.88 was generated in box office ticket sales.
The study also confirms the effectiveness of combining TV and Twitter ads as part of a film marketing campaign. MarketShare’s research shows that TV ads for new film releases produced 8% more ticket sales if the movie was advertised on both TV and Twitter versus TV alone."
Source: Twitter UK blog, 14th January 2015
MarketShare applied its marketing mix modelling technology to understand how marketing and other factors influence cinema ticket sales. Media spend data was collected for 50+ movie titles released in the UK over the past three years and run through MarketShare’s analytic systems. To increase the accuracy of the results, MarketShare included additional data such as movie genre and critics’ ratings. The models measured the volume of tickets sold due to each factor."