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.
For our first UK TV Social Lift rankings, EE took home the top spot with a 150.9% lift in engagement in the two minutes following its TV ads. Iconic British brands Morrisons and Marks & Spencer rounded out the top three for October.