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.
- Coors Light’s sustainability campaign is resonating during the summer months. Ads under its “Climb On” campaign promoting Coors Light’s environmentally-friendly practices helped drive a 82.9% increase in social engagement in the 2 minutes after a broadcast ad aired. Spots during NBA Finals programming was especially effective at driving engagement lift.
- Macy’s climbed to the top spot in June’s cable ranking with the help of TV spots promoting its 4th of July sale at the end of the month. 295 cable spots aired on June 29-30th and drove a 241% engagement lift compared to an average engagement lift of 78.8% in June. 4th of July sale spots also helped Macy’s claim the 5th spot in the broadcast rankings.
- Ads promoting Olive Garden’s Tour of Italy deal were effective at driving social engagement for the restaurant. Thursday placements were especially effective across broadcast and cable, driving average social engagement lifts of 143% and 117% respectively placing Olive Garden on both rankings.
- Walmart climbed from 5th to the 2nd spot in the June broadcast rankings. The retailer’s spots on Mondays drove the highest social response from consumers with a 143% social engagement lift.