Fast food restaurants are at it again. Chains like Taco Bell and Burger King, each of which place in both the top 10 broadcast and cable advertisers this month, are known for their witty advertising, which sparks conversation on social media. Read on for more on the advertisers that saw the greatest engagement following their TV ads in April.
- AT&T’s “Just OK” ads continued to resonate with viewers in April, keeping the brand at the top of the broadcast rankings.
- Taco Bell also kept its spot on the broadcast chart, thanks in part to ads featuring its Party Packs.
- Olive Garden took the top cable spot this month with ads for its catering services.
- Ads for Oreo Thins helped launch Oreo to the number two spot for cable.
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, AT&T’s 98% TV Social Lift Impact means AT&T’s broadcast TV ads increased AT&T’s social engagements by 98% in the two minutes following the start of an ad.