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.
- Applebee’s maintained its top spot for broadcast advertisers with spots highlighting the return of all you can eat riblets and tenders.
- Mastercard jumped to the number two spot for broadcast advertisers, thanks in part to its #StartSomethingPriceless campaign.
- Amazon’s ads for Prime Day helped launch the brand to the top spot for cable advertisers.
- Ads for deals on Coke Floats and fish sandwiches helped Arby’s take the number two spot for cable advertisers.