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.
- T-Mobile took the top spot for broadcast, thanks in part to ads featuring a family vacation.
- With its “Just OK is not OK” ads, AT&T grabbed audience attention and the second spot for broadcast advertisers in January.
- Starbucks, which ran ads for its Keurig K Cups, took the top spot for cable advertisers. The company saw an overall increase in engagement in January, following former CEO Howard Schultz’s public interest in a 2020 Presidential bid.
- Jeep connected with viewers with ads for the 2019 Wrangler, jumping to 2nd place for cable advertisers.