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.
- Thanks in part to its Super Bowl ads, T-Mobile kept the top broadcast spot in January.
- Oreo’s ad featuring rapper Wiz Khalifa helped the brand grab a top spot in the broadcast rankings.
- Cheetos jumped to the top spot for cable advertisers with its “What do you see in your Cheetos?” ads.
- Ads for The LEGO Movie 2 launched LEGO to the second spot for cable advertisers.