Grace LeDucIn a world where second-screening is a reality of consumer behavior, when TV viewers connect with advertising, the reactions play out across social media. Brands like Arby’s, Olive Garden, and T-Mobile ranked in the top 10 advertisers for TV social lift across both broadcast and cable in August. Read on for more on the top ads that resonated with audiences.
- Arby’s took the top spot for broadcast advertisers in August, thanks in part to spots highlighting deals on gyros.
- Oreo’s ads featuring a stargazing father and daughter helped the brand jump to the second overall broadcast spot.
- LEGO jumped to the #1 spot for cable advertisers with ads for LEGO Life.
- Olive Garden’s Early Dinner Duos advertising resonated with viewers, helping the brand take the second spot for cable.
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, Arby’s 83.6% TV Social Lift Impact means Arby’s broadcast TV ads increased Arby’s social engagements by 83.6% in the two minutes following the start of an ad.
