As the world continues to cope with the COVID-19 pandemic, advertisers are adjusting their messaging to address consumer concerns. Read on to see which advertisers captured attention with COVID-themed spots in May.
- McDonald’s joined this month’s rankings in the top spot for broadcast with spots highlighting Thank You meals for healthcare workers.
- Taco Bell took the number two spot for both broadcast and cable this month, advertising the chain’s focus on safety during the pandemic.
- LEGO took the top spot for cable advertisers, thanks in part to ads for its recently released Trolls World Tour set.
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, McDonald’s 101.5% TV Social Lift Impact means McDonald’s broadcast TV ads increased McDonald’s social engagements by 101.5% in the two minutes following the start of an ad.