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, 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.
“These days, television does not stand on its own. People watch it whilst consuming media on other devices simultaneously. Meanwhile, advertisers are creating integrated media plans combining TV with other channels such as social media. By taking a holistic approach to video marketing across screens, brands can stand out amongst distracted consumers with high-impact creative. The net effect for advertisers doing it well such as those in the 4C Social Lift Christmas Ad Rankings is a true ‘surround-sound’ experience that drives tangible brand impact.” Aaron Goldman, CMO, 4C