April 2018 US TV Social Lift Rankings
May 16, 2018
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 1.5+ billion brand interactions 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.
- DirecTV ads highlight the availability of Oscar winner I, Tonya on DirecTV Cinema helped the brand keep the top spot for broadcast social lift.
- Walmart took the second spot for broadcast advertisers, thanks in part to ads featuring summer cookouts.
- Arby’s sponsorship of Nickelodeon’s Nick at Nite helped the fast food chain take back the top spot for cable social lift.
- Disney’s trailers for The Incredibles 2 resonated with viewers and kept the brand in the top two for cable social lift in April.