Twitter’s linkups with television are beneficial to both the TV industry and the social network. TV executives know that many people multitask on mobile devices while watching TV. On-air mentions of Twitter drive conversation about what’s on TV and help keep viewers focused on the television.
In December 2013 polling by RBC and Advertising Age, 22% of US advertising professionals said they’d bought Twitter ads in conjunction with a TV ad campaign. Considering that programs such as Amplify are less than a year old, this constitutes positive momentum. Read the rest at eMarketer.