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 June, Coors Light and Macy’s saw the greatest social impact from their TV commercials. Below are a few insights on what worked well for brands last month.
- Coors Light’s sustainability campaign is resonating during the summer months. Ads under its “Climb On” campaign promoting Coors Light’s environmentally-friendly practices helped drive a 82.9% increase in social engagement in the 2 minutes after a broadcast ad aired. Spots during NBA Finals programming was especially effective at driving engagement lift.
- Macy’s climbed to the top spot in June’s cable ranking with the help of TV spots promoting its 4th of July sale at the end of the month. 295 cable spots aired on June 29-30th and drove a 241% engagement lift compared to an average engagement lift of 78.8% in June. 4th of July sale spots also helped Macy’s claim the 5th spot in the broadcast rankings.
- Ads promoting Olive Garden’s Tour of Italy deal were effective at driving social engagement for the restaurant. Thursday placements were especially effective across broadcast and cable, driving average social engagement lifts of 143% and 117% respectively placing Olive Garden on both rankings.
- Walmart climbed from 5th to the 2nd spot in the June broadcast rankings. The retailer’s spots on Mondays drove the highest social response from consumers with a 143% social engagement lift.
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, Coors Light’s 82.9% TV Social Lift Impact means Coors Light’s broadcast TV ads increased Coors Light’s social engagements by 82.9% 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.