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.
- Coca-Cola’s controversial Super Bowl spot, which made its second Super Bowl appearance, drove social engagement and helped Coca-Cola achieve the highest social engagement lift from its TV spots. Additionally, the spot earned more than 100 rebroadcasts in bonus news coverage of the spot.
- Audi’s Super Bowl ad was also responsible for driving the automaker to the top of the chart with timely messaging promoting gender equality.
- Southwest’s “Sharing Your Password” cable spots in February demonstrated relevance by driving social engagement and helping the airline take the top position in the cable lift rankings.
- Saturday and Sunday ads were particularly popular, driving a high social response for Olive Garden.