As the summer movie season ramps up, so does summer movie advertising. In June, movie studios like Disney and Netflix saw increases in social media engagement following TV ads on broadcast and cable programming.
- Applebee’s ads for its summer menu offerings helped launch the brand to the top spot for broadcast advertisers.
- Volkswagen’s spots highlighting the Jetta and Tiguan resonated with viewers, earning the brand the number two spot for broadcast.
- Doritos took the top spot for cable advertisers, thanks in part to ads for its Nacho Cheese chips.
- LEGO’s ads featuring Marvel Super Heroes kits helped the brand snag the second spot for cable advertisers this month.
Methodology from 4C:
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 2+ billion social media users 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 with the brand on social media after seeing its TV ad.
For example, Applebee’s 118.8% TV Social Lift Impact means Applebee’s broadcast TV ads increased Applebee’s social engagements by 118.8% in the two minutes following the start of an ad.