Nothing ushers in the holiday season like holiday advertising. This November, perennial icons Starbucks and Macy’s saw a lift in engagement following their TV ads. Read on to see which other brands made the top 10 for broadcast and cable in November.
- Arby’s took the top spot for broadcast advertising thanks in part to ads for its new Petite Filet Steak Sandwich.
- With its “Heisman House” series, Nissan took the number two spot for broadcast.
- Dodge took the top spot for cable with its take on holiday advertising, featuring Black Friday deals.
- Starbucks joined the top cable advertisers in November with ads introducing this year’s holiday drinks and its new line of coffee creamers.
To assess the TV ads generating the greatest consumer response on social media, 4C fuses data from Teletrax, a 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, Arby’s 83.4% TV Social Lift Impact means Arby’s broadcast TV ads increased Arby’s social engagements by 83.4% in the two minutes following the start of an ad.