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.
- The Walmart holiday TV campaign drove over 120% social engagement lift on broadcast and cable to earn the retailer the top spots in both rankings. The retailer delivered just under 20,000 TV ads on cable, with Christmas Eve being the most highly advertised day. Christmas Eve TV ads drove the highest social engagement lift at 259%.
- Consumers were especially interested in retailers during December, Target also climbed in the ad rankings for its holiday campaign featuring popular toys as characters.
- Deals on home appliances and holiday décor helped Lowe’s climb in the broadcast rankings.
- eBay takes the second spot in the cable rankings as its TV campaign promoting unique one-of-a-kind gifts during the holiday which drove a higher response from consumers.