The VAB found that from Sept. 24 through Oct. 21, the No. 1 trending topic on Twitter during at least one of these four times—8:30 p.m., 9:30 p.m., 10:30 p.m. and 11:30 p.m.—was related to advertising-supported TV on 27 or the 28 nights.
A total of 53 different ad-supported TV topics topped Twitter’s trending list during primetime in that time period, according to the VAB.
The trade group also found that Twitter’s top 10 trending list during that period contained programming from 47 networks, totaling 87 programs, compared with three from YouTube and two from Netflix. Ad-supported TV represented more than 80 percent of media content in the top 10.
Roughly 60 percent of TV entertainment topics to crack Twitter’s trending list from Sept. 24 through Oct. 21 featured specific hashtags for ad-supported programs.
Finally, the VAB said at least one televised sporting event had a related topic trend in Twitter’s top 10 during each night of the period it studied.
The trade group also shared the following findings about TV superfans on Twitter:
- 72 percent said social platforms including Twitter play a role in their TV viewing.
- 60 percent share their opinions about the shows they watch on Twitter.
- 57 percent follow hashtags to keep up with what others are saying about a TV show.
- 54 percent want to be the “go-to source” for others on news and information about their favorite TV shows.
VAB president and CEO Sean Cunningham said in a release introducing the study, “At first, it’s the scale of nightly commitment to live, ad-supported TV that impresses. But second, the fact that 84 percent is a new high for ad-supported TV among top-trending Twitter topics—just as the majority of TV viewers are using second screens while watching live—that’s the real boon for advertisers needing to mobilize customers every night.”