Grace LeDucWhen the school year comes to an end and the weather gets warmer, vacation becomes top of mind for many Americans. As the summer travel season heats up, fast food and fast casual restaurant advertising is resonating with viewers across broadcast and cable TV in the US.
- Arby’s took the top spot for broadcast advertisers in May, thanks in part to its ads featuring deals on gyros.
- Amazon’s ads highlighting Alexa’s ability to play voicemails helped earn the brand the top spot for cable advertisers.
- Olive Garden’s ads for its new “create your own lasagna” option helped the brand jump to the number 2 spot for cable advertisers.
- Ads for All Eyez on Me, available through DirecTV’s on demand offerings, helped keep the telco giant in the top 2 broadcast 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, Amazon’s 141.6% TV Social Lift Impact means Amazon’s broadcast TV ads increased Amazon social engagements by 141.6% in the two minutes following the start of an ad.
