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.
- Verizon’s food truck-themed spot starring spokesman Thomas Middleditch from Silicon Valley drove a 233% increase in social engagements lifting Verizon to the top of the broadcast rankings for August. Additionally, people engaging with Verizon were 40% more likely to engage with Silicon Valley than another TV show in August.
- Interest in Playstation Vue piqued in August. Cable spots promoting streaming without contracts drove social engagement for Playstation. Ads during UFC and Boxing content such as The Ultimate Fighter and Mayweather vs. McGregor programming drove the highest response on social for Playstation.
- Dwayne Johnson drove engagement across Facebook and Twitter for Apple. The spot featuring The Rock and Siri drove a 226% social engagement increase in the 2 minutes after the spot aired.
- With new Alexa Moments, Amazon rejoins the top brands driving social lift on cable. Indicative of worn-out creative, Amazon was absent from the June and July rankings, but fresh spots reinvigorated Amazon’s social engagement. Cable TV spots boosted Amazon’s social engagement by 81% in August.