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Study: Twitter-engaged viewers have better ad recall

Twitter has partnered with media agency Starcom and Canvs, a social TV analytics company that studies emotions within social media content, to understand how programming influenced viewers’ emotions, as tracked by Tweets — and, in turn, how those emotions drove an audience’s ability to both remember TV commercials and act on them. The findings show the value of emotions to marketers, and how brands can engage Twitter users who are already responding to what is on their TV screens.

Writing in a Company Blog, Heather O’Shea, Global Agency Research & Data Strategy Lead at Twitter, notes that not all TV audiences are created equal,

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