TV and social media have become inextricably linked. By uniting these channels through multi-screen activation and analytics, 4C enhances media value for brands.
To assess the TV ads generating the greatest consumer response on social media, 4C fuses data from Teletrax, its global TV monitoring network covering more than 1,300 U.S. channels in all 210 DMAs, and its proprietary social affinity database with 1.5+ billion brand interactions across Facebook and Twitter.
By comparing each brand’s social media engagements in the two-minute period after the start of a TV ad to the brand’s average social media engagement rate, 4C calculates the TV Social Lift Impact. Ultimately this is a measure of how much more likely a consumer is to engage with the brand on social media after seeing its TV ad.
- Taco Bell achieved a 107% increase in social engagements due to its April broadcast TV commercials. Among the drivers of the increase in social engagement increase were people responding to Taco Bell’s new commercials featuring a burrito and taco escaping the “friend zone” that aired during the NBA playoffs.
- Olive Garden unveiled giant stuffed pastas in April. Ads promoting the new dishes landed Olive Garden achieve atop the cable rankings and 10th in the broadcast rankings.
- Walmart ads promoting a partnership with Feeding America helped the retailer land 2nd in the broadcast rankings and 8th in the cable rankings.
- Dodge benefited from its The Fate of the Furious sponsorship with ads featuring characters boosting the automakers social engagement in April.
- Restaurants dominated the broadcast rankings achieving an average lift in social engagement of 83%.
- Restaurants and food and beverage were the categories most successful at driving social engagement from cable spots. Average social engagement lift from cable spots was 79% for restaurants and 67% for food and beverage.