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.
AT&T jumped from the 8th spot in September to number 1 for Broadcast advertisers in October.
Playstation’s 89% increase in social lift led to the brand claiming the top spot for Cable advertisers in October.
- Immediately after a TV spot aired, AT&T saw a 110% increase in social engagement compared to AT&T’s average level of social engagement level. TV spots promoting live streaming and unlimited data for AT&T and DirecTV subscribers on NFL and College Football programming drove the highest impact.
- Ads for the launch of its new Batman Arkham VR game drove the most social engagement for PlayStation. Additionally, Thursday and Friday cable placements drove the highest social response.
- Home Depot took the 2nd spot on the Broadcast TV Social Lift ranking while Lowe’s earned the 2nd spot on the cable ranking. Home Depot’s impact was driven by NFL and College Football placements. Lowe’s leaned into timely horror movies throughout October.
- IKEA and Macy’s both saw strong responses on social media from their broadcast and cable ad initiatives.