Spring and summer months usher in new movies, grilling weather, and home improvement season, and April’s TV social lift rankings were no exception. Ads highlighting cooking outdoors with friends, both upcoming and recent films, and projects like house painting helped draw in social media engagement for brands like Walmart, DirecTV, Disney, Heinz, and Home Depot this month.
- DirecTV ads highlight the availability of Oscar winner I, Tonya on DirecTV Cinema helped the brand keep the top spot for broadcast social lift.
- Walmart took the second spot for broadcast advertisers, thanks in part to ads featuring summer cookouts.
- Arby’s sponsorship of Nickelodeon’s Nick at Nite helped the fast food chain take back the top spot for cable social lift.
- Disney’s trailers for The Incredibles 2 resonated with viewers and kept the brand in the top two for cable social lift in April.
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, DirecTV’s 110.3% TV Social Lift Impact means DirecTV’s broadcast TV ads increased DirecTV’s social engagements by 11o.3% in the two minutes following the start of an ad.