The summer fast food wave continued into August, with Taco Bell, KFC, and Burger King each claiming a spot in the top ten for both broadcast and cable advertisers. Read on for more on the ads that resonated with audiences most in August.
- Taco Bell took the top spot for broadcast, and landed at number four for cable, thanks to ads for the Triple Double Crunchwrap.
- With ads for new Harry Potter sets, LEGO came in at number two for broadcast advertisers in August.
- As back-to-school season heated up, Target saw a lift in social media engagement following TV ads, landing in the top ten across broadcast and cable.
- KFC took a spot in the top five for broadcast and cable with ads for its new Mac & Cheese Bowl.
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, Taco Bell’s 118.3% TV Social Lift Impact means Taco Bell’s broadcast TV ads increased Taco Bell’s social engagements by 118.3% in the two minutes following the start of an ad.