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 1.5+ billion brand interactions 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.
- Patriotic TV ads aired around the 4th July drove social engagement raising Budweiser to the top of the broadcast rankings. The TV spots featuring Budweiser’s America cansand brewery locations.
- Macy’s climbed for the 3rd month in a row to top the cable rankings. Macy’s was successful at driving engagement from cable ads promoting its one day sale. Ads on Thursday and Friday were most effective, driving over 200% lifts in social engagement for Macy’s.
- Target was lifted to the 3rd spot in the broadcast in cable rankings by its colorful back to school campaign. Spots on Wednesdays and Mondays were most effective at driving a social response for both broadcast and cable.
- Beer brands have resonated throughout the summer months driving consumers to engage with brands on social after seeing their commercials. Coors Light and Bud Light earned spots in July’s cable rankings, though in June, Coors Light took the top spot in the broadcast rankings.