Stars who tweet about their TV shows have a big impact on viewership, according to a new study.
The Advertiser Research Foundation — in a study commissioned by Twitter and Fox — has found that TV-related tweets from a show’s star or cast member are 40 percent more likely to drive viewership to that show than a tweet from someone’s friend or family member (26 percent).
By comparison, tweets from a show’s own Twitter account only drives 18 percent of viewers to that show, according to the study.
In addition, over 90 percent of people who’ve seen show-related tweets will immediately check out the show or share its content.
The study also bodes well for advertisers; 54 percent of those who recall seeing tweets mentioning brands have either tweeted about the brand, searched for it online or considering trying the product.
The study’s findings are based on responses from nearly 13,000 people who responded via Twitter’s Web site and mobile app over a two-week period.