With summer comes peak travel season, and with travel comes fast food. Restaurants like Arby’s, Taco Bell, and KFC connected with audiences in July, joining the top broadcast and cable advertisers. Read on for more about how advertisers grabbed audience attention in July.
- Home Depot, which saw an increase in overall engagement in July following founder Bernie Marcus’s backing of President Trump’s bid for re-election, took the top spots for broadcast and cable in July.
- Taco Bell’s ads for its new Reaper Ranch Fries helped the brand jump to the number 2 and 3 spots for broadcast and cable, respectively.
- Disney climbed to the number 2 spot for cable advertisers as The Lion King premiered in theaters across the country.
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, Home Depot’s 113.3% TV Social Lift Impact means Home Depot’s broadcast TV ads increased Home Depot’s social engagements by 113.3% in the two minutes following the start of an ad.