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.
- Walmart’s ads during the week of Black Friday drove over 190% engagement lift on broadcast and 139% engagement lift on cable, which raised Walmart’s overall TV Social Lift Impact in November and placed the Black Friday destination at the top of the broadcast rankings.
- An advertising boost during NFL games promoting its VR products earned Samsung the second spot on the broadcast rankings.
- Bud Light and Coors Light achieved strong impact from their respective broadcast ads. Bud Light leaned into ads for its NFL team cans while Coors Light continued to focus on its brewing process.
- While other retailers including Macy’s and Target were focusing on Black Friday promos, Alexa Moments had the greatest impact on social engagement for Amazon propelling the brand to the top of November’s cable rankings.