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.
- Sprint claimed the top spot in the broadcast rankings with its TV spots increasing social engagement for the brand by 93%. People were most interested in phone deals from Sprint. Ads featuring phone deals across Motorola, Essential, and Samsung were responsible for the greatest lift in social engagement.
- Coca-Cola’s food feud campaign earned the beverage maker the 2nd spot in the September broadcast rankings. Ads airing during PGA Golf, College Football, and NFL Football were the most effective at driving social engagement.
- PSL Season has returned and propelled Starbucks to the top of the cable rankings. In September, Starbucks’ cable TV spots doubled its rate of social engagement.
- eBay’s fashion-themed ad was well timed with New York Fashion Week driving a 91% lift in social engagement for eBay.