Television is one of the largest and most powerful advertising media. TV provides the scale to ignite conversations and connect consumers with brands through emotional resonance. Each week, advertisers allocate billions of dollars to deliver their messages via commercials featuring sight, sound, and motion.

To understand which brands are most active on TV, 4C tracks ads across broadcast and cable networks, covering more than 1,300 U.S. channels in all 210 DMAs. To measure the brand impact of television, 4C analyzed social-media engagement across Facebook and Twitter during September. Advertisers are ranked according to total ad minutes aired in each category.

Macy’s joined the top broadcast primetime advertisers during the busy December shopping season.

DirecTV jumped to the top of the list for cable primetime advertisers.

USAA and Heineken made an end-of-season push for NCAA football ad time.

Apple jumped to the number 2 spot for NFL advertisers heading into the end of the regular season and holiday shopping.