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.
- Verizon’s #weneedmore campaign highlighting the company’s technology donations for underprivileged children resonated with viewers in November, claiming the top broadcast spot.
- Walmart’s ads highlighting a discount for online shoppers who choose to pickup in-store landed the top cable spot.
- Walmart also performed well in the broadcast rankings, where ads showing a diverse group coming together for Thanksgiving created the greatest social lift for the brand.
- Target took the second spot for cable advertisers with Thanksgiving-prep ads featuring the ever-popular Minions.