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 2100+ channels around the world and its proprietary social affinity database with engagements from 1.6+ 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.
- John Lewis joined the TV advertisers with the greatest social lift in November as this year’s installment of its famous Christmas ads began.
- EE held onto the top spot with a 180.8% lift in social engagement.