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.
- Amazon’s humorous Christmas-themed ads featuring Alexa created the greatest lift for the tech giant in December.
- Target’s sponsorship of classic family Christmas movies helped the brand snag the number two spot for broadcast advertisers.
- Ebay took the top spot for cable advertisers with help from its ads featuring Flip or Flop Atlanta’s Ken and Anita Corsini.
- Ads featuring Oreo Thins created the most social media buzz for the cookie brand, taking it to the number two cable spot.