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.
- Home Depot topped the broadcast rankings in October with a 135% increase in social media engagement. Ads for “life-proof flooring” featuring a tutu-clad pig generated the greatest lift for the brand.
- Starbucks’ ads highlighting Caffe Latte K-Cup pods resonated the most with viewers in October, generating a 141% lift in engagement over last month to keep the top cable spot.
- Ads for Disney’s upcoming Coco helped the brand grab the 2nd spot for cable this month.
- Amazon’s new Echo Show ads helped secure the number 2 spot for broadcast in October as the brand prepares for Black Friday and Cyber Monday shopping.