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 engagements from 1.5+ billion people 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 “iPhone 7” and “Good Enough” ads during NFL and College Football broadcasts drove a 130% lift in social engagements for the telco provider.
Olive Garden’s “Lunch Duos” and “Buy One, Take One” promotions drove a nearly 80% lift in social media engagements for the Italian Restaurant.
- Football is back and advertisers are capitalizing on this highly attentive audience. Verizon aired over 85 minutes of TV ads during NFL and College Football games.
- The telco category achieved a high social impact in general from broadcast advertising on football program. All four major telco brands were very active on NFL and College Football games and achieved TV Social Lifts of 73% or more.
- Red Lobster was a close second behind achieving a 79% social engagement lift from its cable TV spots. Promotions drove Red Lobster’s success, too. The return of “Endless Shrimp” drove engagement for the seafood restaurant.
- Brands related to food and beverage were particularly successful at driving social engagement from their cable spots in September. Only three brands were outside the category: Nissan, Verizon, and State Farm.
- Five brands made both the broadcast and cable top 10 for TV Social Lift: Verizon, Olive Garden, Nissan, State Farm, and McDonald’s. State Farm’s football themed “Pep Talk” commercial featuring Aaron Rodgers and Clay Matthews coupled with football placements is responsible for driving strong social engagements numbers from broadcast and cable.