October TV Ads Increase Social Engagement for Home Depot and Starbucks

Starbucks retains the #1 spot in the Cable TV Social Lift Rankings while Home Depot increased its TV Social Lift Impact from 90% to 136% to claim the top spot in the Broadcast rankings in October. Read about what drove successful TV campaigns in October below.

  • Home Depot topped the broadcast rankings in October with a 135% increase in social media engagement. Ads for “life-proof flooring” featuring a tutu-clad pig generated the greatest lift for the brand.
  • Starbucks’ ads highlighting Caffe Latte K-Cup pods resonated the most with viewers in October, generating a 141% lift in engagement over last month to keep the top cable spot.
  • Ads for Disney’s upcoming Coco helped the brand grab the 2nd spot for cable this month.
  • Amazon’s new Echo Show ads helped secure the number 2 spot for broadcast in October as the brand prepares for Black Friday and Cyber Monday shopping.

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, Starbucks’ 141% TV Social Lift Impact means Starbucks’ cable TV ads increased Starbucks social engagements by 141% 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 more than $1 billion in annualized media spend running through its software-as-a-service platform, 4C offers activation on Facebook, Twitter, LinkedIn, Pinterest, Instagram, Snapchat, and NBCUniversal 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 16 worldwide locations across the United States, United Kingdom, the Netherlands, France, Hong Kong, India, Singapore, and the Philippines. 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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