Retailers see lift in social engagement following TV ads in July

As summer comes to a close, the back-to-school shopping season heats up, with retailers like Amazon, Macy’s, Target, and Walmart grabbing consumer attention with TV advertising across broadcast and cable programming. Read on for insights into the TV ads that resonated with viewers most in July.

  • Applebee’s maintained its top spot for broadcast advertisers with spots highlighting the return of all you can eat riblets and tenders.
  • Mastercard jumped to the number two spot for broadcast advertisers, thanks in part to its #StartSomethingPriceless campaign.
  • Amazon’s ads for Prime Day helped launch the brand to the top spot for cable advertisers.
  • Ads for deals on Coke Floats and fish sandwiches helped Arby’s take the number two spot for cable 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, Applebee’s 142.8% TV Social Lift Impact means Applebee’s broadcast TV ads increased Applebee’s social engagements by 142.8% in the two minutes following the start of an ad.

Grace LeDuc

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