Verizon and Olive Garden see largest Social Lift from commercials in September 2016

September 2016 TV Social Lift Rankings Broadcast
drumsociallift_september2016_cable

Found Remote recently announced a new partnership with 4C to look at brands' Social Lift after their commercials air. Verizon and Olive Garden were in the lead in September. Here are the full insights for the above charts.

  • Football is back and advertisers are capitalizing on this highly attentive audience. Verizon’s "iPhone 7” and "Good Enough" ads during NFL and College Football broadcasts drove a 130% lift in social engagements for the telco provider. Verizon aired over 85 minutes of TV ads during NFL and College Football games.

  • The telco category achieved a high social impact in general from broadcast advertising on football program. All four major telco brands were very active on NFL and College Football games and achieved TV Social Lifts of 73% or more.

  • Olive Garden’s promotion ads resonated with consumers. Cable commercials Olive Garden's “Lunch Duos” and “Buy One, Take One” promotions drove a nearly 80% lift in social media engagements for the Italian Restaurant.

  • Red Lobster was a close second behind achieving a 79% social engagement lift from its cable TV spots. Promotions drove Red Lobster’s success, too. The return of “Endless Shrimp” drove engagement for the seafood restaurant.

  • Brands related to food and beverage were particularly successful at driving social engagement from their cable spots in September. Only three brands were outside the category: Nissan, Verizon, and State Farm.

  • Five brands made both the broadcast and cable top 10 for TV Social Lift: Verizon, Olive Garden, Nissan, State Farm, and McDonald’s. State Farm’s football themed “Pep Talk” commercial featuring Aaron Rodgers and Clay Matthews coupled with football placements is responsible for driving strong social engagements numbers from broadcast and 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 1.5+ 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 113.0% TV Social Lift Impact means Arby’s cable TV ads increased Arby’s social engagements by 92.8% 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 convergence. Brands, agencies, and media owners use 4C to improve effectiveness on TV, digital, social and mobile. The 4C product suite includes activation on Facebook, Twitter, LinkedIn, Pinterest, Instagram, and Snapchat as well as TV Synced Ads across display, search, social and video. The company also provides advertising and content analytics leveraging its Teletrax global TV monitoring network and proprietary social affinity database. Founded in 2011 and based in Chicago, 4C has staff in 17 worldwide locations across the United States, United Kingdom, the Netherlands, Germany, Hong Kong, India and Singapore. Visit www.4Cinsights.com for more information.

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Natan Edelsburg

I help run the Shorty Awards (http://shortyawards.com) and Muck Rack (http://muckrack.com). I also watch a lot of TV and write about it occasionally. http://linkd.in/nedelsburg

All by Natan