November signals the start to the holidays and holiday-themed advertising, which launched Verizon and Walmart to the top of the TV Social Lift Rankings this month. Walmart’s focus on the holidays themselves and holiday shopping earned the brand the #1 and #2 spot on cable and broadcast. Read on below for more insights.
- Verizon’s #weneedmore campaign highlighting the company’s technology donations for underprivileged children resonated with viewers in November, claiming the top broadcast spot.
- Walmart’s ads highlighting a discount for online shoppers who choose to pickup in-store landed the top cable spot.
- Walmart also performed well in the broadcast rankings, where ads showing a diverse group coming together for Thanksgiving created the greatest social lift for the brand.
- Target took the second spot for cable advertisers with Thanksgiving-prep ads featuring the ever-popular Minions.
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.
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.