Budweiser and Macy’s TV spots drive social response in July

Each month, Found Remote partners with 4C to publish the rankings of 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.

In July, Budweiser knocked off Coors Light in the broadcast rankings with its America-themed ads timed with the 4th of July while Macy’s retained its spot atop the cable rankings. Below are a few insights on successful TV campaigns for brands in July.

  • Patriotic TV ads aired around the 4th July drove social engagement raising Budweiser to the top of the broadcast rankings. The TV spots featuring Budweiser’s America cans and brewery locations.
  • Macy’s climbed for the 3rd month in a row to top the cable rankings. Macy’s was successful at driving engagement from cable ads promoting its one day sale. Ads on Thursday and Friday were most effective, driving over 200% lifts in social engagement for Macy’s.
  • Target was lifted to the 3rd spot in the broadcast in cable rankings by its colorful back to school campaign. Spots on Wednesdays and Mondays were most effective at driving a social response for both broadcast and cable.
  • Beer brands have resonated throughout the summer months driving consumers to engage with brands on social after seeing their commercials. Coors Light and Bud Light earned spots in July’s cable rankings, though in June, Coors Light took the top spot in the broadcast rankings.

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, Budweiser’s 176.6% TV Social Lift Impact means Budweiser’s broadcast TV ads increased Budweiser’s social engagements by 176.6% in the two minutes following the start of an ad.

About 4C

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.

Bradley Harkrader

Senior Manager Marketing Communications at 4C. TV, data, and running from Colorado.

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