TV advertising continues to spark consumer conversation on social media. Advertisers kicked off the new year strong with Mercedes-Benz claiming the top spot for TV social lift across broadcast and cable, and Target landing in the top three for both.
- Mercedes-Benz’s ads for the 2018 S-Class resonated with viewers and helped land the brand the top spot for both broadcast and cable in January.
- Holiday-themed ads featuring Google Home and characters from Frozen and the LEGO franchise created the most buzz for Target.
- Trailers for Disney’s Coco continued to spark conversation, earning the number two spot for cable advertisers.
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 99.4% TV Social Lift Impact means Verizon’s broadcast TV ads increased Verizon social engagements by 99.4% in the two minutes following the start of an ad.