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.
Back-to-school ads drove social engagement for Target.
- Target launched its new kid-created back-to-school campaign this month. The new spots resonated on social driving 92.8% social lift for Target’s broadcast ads and 80.6% social lift for cable ads. That earned the retailer the top spot for broadcast social lift and second in cable social lift.
- “Summer Games” sponsor Coca-Cola initiated its sponsorship early with bespoke creative and placements during the US Summer Games Trials. The result was a 65.4% social lift for its ads in July which helped Coca-Cola crack the top brands on broadcast with the fewest number of spots.
TV ads highlight Crabfest led to increased social engagement for Red Lobster.
- Walmart also ranked among the most impactful TV advertisers on social across broadcast and cable with its back-to-school campaign. The combined results points to consumers being receptive to back-to-school messaging in July.
- Red Lobster’s clawed its way to the #1 spot in cable social lift by airing by over 33 hours of ads for Crabfest. The campaign partners with members from the hit show Deadliest Catch and focuses on Red Lobster’s sustainability. The ads drove an 82.7% lift in Facebook and Twitter engagements.