Each year in March, the NCAA Basketball tournament takes place and draws in viewers around the US. With all eyes on live TV, brands seize the opportunity to connect with audiences through advertising. Read on to see which brands made a connection in March.
- With its March Madness ads, AT&T grabbed the top spot for broadcast advertisers in March.
- Thanks in part to ads highlighting food delivery, Taco Bell secured the 2nd spot for both broadcast and cable.
- Target’s “My Way” commercials resonated with audiences in March, helping the brand earn the top cable spot.
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 105.9% TV Social Lift Impact means AT&T’s broadcast TV ads increased AT&T’s social engagements by 105.9% in the two minutes following the start of an ad.