CCDH reviewed almost 10,000 tweets from these accounts during a 47-day period in December and January to determine their reach and engagement. According to their findings, “tweets from the ten accounts garnered a total of 54 million impressions on an average day,” they wrote. “If this average is projected throughout 365 days, the accounts may be anticipated to reach approximately 20 billion impressions in a year.”
CCDH claims that in order to evaluate how much ad income those impressions may produce for Twitter, it set up three new Twitter accounts that solely followed the 10 people identified in the study. The research discovered that adverts occurred around once every 6.7 tweets. CCDH then calculated “a total number of up to $19 million in expected yearly ad income across the accounts” using data from analytics company Brandwatch, which estimates that “Twitter advertising cost an average of $6.46 per 1,000 impressions.”
