Twitter would be 'poorer' without TV, according to UK sales boss Daisley

Sixty per cent of Twitter's UK users use it while watching TV and Twitter would be "poorer" without TV, according to Bruce Daisley, its sales director.

Bruce Daisley: sales director at Twitter UK
Bruce Daisley: sales director at Twitter UK

Speaking at Twitter's Tune in with Twitter  event in London today, Daisley claimed the social network has a "phenomenal" relationship with TV, stressing that Twitter is "a layer" that exists alongside TV, rather than a competitor to it.

Daisley said: "Twitter and TV have become extraordinary partners over the past twelve months – Twitter loves TV and TV loves Twitter."

He also revealed new statistics about TV and Twitter's relationship, provided by social TV start-up SecondSync.

According to the data, 60% of UK Twitter users are using Twitter while watching TV, and 40% of Twitter traffic during peak viewing time in the evening related to TV.

Daisley explained that Twitter was driving TV discovery and engagement in a "virtuous circle’", where Twitter users might see a programme being talked about on Twitter, or via a promoted product, watch the programme, and then talk about it, driving up engagement for the show.

He said this activity had reversed a common pattern in TV viewing – namely the decay in audience numbers during a transmission and the decline in peaks over a series. He gave the example of UKTV's magic show 'Dynamo', which saw its audience go up 50% over the series.

By doing this, Twitter has become an EPG (electronic programme guide), according to Daisley.

Andy Littledale, managing director of SecondSync, said conversations about TV were happening across all social networks, but Twitter offered the most compelling insights for marketers, because of its immediacy and public nature.

He explained the difficultly of measuring this conversation on Facebook, compared to Twitter, saying the 140-character tweet "lends itself to being a metric".

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).