Each month, Found Remote partners with 4C to publish the rankings for the brands that saw the most social engagement lift from their TV commercials. As people simultaneously consume more content across more screens, social media serves as a powerful indicator for how people are responding to TV — brand commercials included.
Rolling out new creative, Verizon claimed the #1 spot in broadcast rankings while cable spots for Playstation Vue drove social engagement. Below are a few insights on successful TV campaigns for brands in August.
- Verizon’s food truck-themed spot starring spokesman Thomas Middleditch from Silicon Valley drove a 233% increase in social engagements lifting Verizon to the top of the broadcast rankings for August. Additionally, people engaging with Verizon were 40% more likely to engage with Silicon Valley than another TV show in August.
- Interest in Playstation Vue piqued in August. Cable spots promoting streaming without contracts drove social engagement for Playstation. Ads during UFC and Boxing content such as The Ultimate Fighter and Mayweather vs. McGregor programming drove the highest response on social for Playstation.
- Dwayne Johnson drove engagement across Facebook and Twitter for Apple. The spot featuring The Rock and Siri drove a 226% social engagement increase in the 2 minutes after the spot aired.
- With new Alexa Moments, Amazon rejoins the top brands driving social lift on cable. Indicative of worn-out creative, Amazon was absent from the June and July rankings, but fresh spots reinvigorated Amazon’s social engagement. Cable TV spots boosted Amazon’s social engagement by 81% in August.
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, Verizon’s 100.3% TV Social Lift Impact means Verizon’s broadcast TV ads increased Verizon’s social engagements by 100.3% in the two minutes following the start of an ad.
4C is a global leader in data science and media technology with solutions for multi-screen marketing. Brands, agencies and media owners rely on the 4C Insights Affinity Graph™ to identify their most valuable audiences and improve effectiveness across channels. With $1 billion in annualized media spend running through its software-as-a-service platform, 4C offers activation on Facebook, Twitter, LinkedIn, Pinterest, Instagram, and Snapchat as well as TV Synced Ads across display, search, social, and video. The company also provides paid, earned, and owned media analytics leveraging its Teletrax™ television monitoring network which detects over 400 million TV asset airings on an annual basis. Founded in 2011 and based in Chicago, 4C has staff in 15 worldwide locations across the United States, United Kingdom, the Netherlands, France, Hong Kong, India, and Singapore. Visit www.4Cinsights.com for more information.