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 engagements from 1.5+ billion people 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.
Ads focused on grills during tailgating season drove social engagement for Lowe’s in August.
Arby’s cable ads for its new buffalo chicken sandwich drove triple digits social lift.
- Lowe’s is capitalizing on the return of the tailgating season. Ads promoting deals for grills helped increase Lowe’s social media engagement rate 78.6% from broadcast placements and 69.8% from cable placements.
- Arby’s unveiled it’s new buffalo chicken sandwich promoting it on cable TV. The ads drove 113% social lift demonstrating consumers are responding strongly to Arby’s latest white meat addition.
- Official Olympic Sponsors, McDonald’s, Tide, and Visa saw dividends from their Olympic TV ads. The three brands ran over 200 TV ads on NBC’s Olympic coverage of the 16 day event which helped increase each brand’s social media engagement by more than 77%.
- Kleenex upped its TV advertising the last 2 weeks of August as kids headed back to school. The result was increased social media engagement which helped Kleenex take the 2nd spot in both the broadcast and cable rankings.