The analysis, carried out by Neustar MarketShare for a study commissioned by Twitter, revealed that when movie studios add Twitter advertising to their marketing mix, they can expect a 24% increase in ROI for comedies and an 11% increase in ROI for action movies. This was based on four years of paid theatrical data, from 2011 to 2015. 

“Advertisers have a deluge of incredibly rich data at their fingertips, yet they often struggle with pinpointing exactly which advertising methods deliver the highest ROI,” said Steven Wolfe Pereira, chief marketing and communications officer at Neustar.

“Neustar MarketShare helps marketers discover the effectiveness of their marketing investments and shines a spotlight on those that boost the highest sales. Twitter is at the forefront of employing a new wave of advanced analytics to corroborate the effectiveness of their advertising solutions to major brands around the world.”