Coca-Cola & Southwest see largest Social Lift from commercials in February

coke

Found Remote is continuing our partnership with 4C to look at brands' Social Lift after their commercials air. Coca-Cola and Southwest took the big win for the February season. Here are the full insights for the above charts.

  • Coca-Cola’s controversial Super Bowl spot, which made its second Super Bowl appearance, drove social engagement and helped Coca-Cola achieve the highest social engagement lift from its TV spots. Additionally, the spot earned more than 100 rebroadcasts in bonus news coverage of the spot.
  • Audi’s Super Bowl ad was also responsible for driving the automaker to the top of the chart with timely messaging promoting gender equality.
  • Southwest’s “Sharing Your Password” cable spots in February demonstrated relevance by driving social engagement and helping the airline take the top position in the cable lift rankings.
  • Saturday and Sunday ads were particularly popular, driving a high social response for Olive Garden.

Methodology:

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 the brand on social media after seeing its TV ad.

For example, Coca-Cola’s 116.9% TV Social Lift Impact means Coca-Cola’s broadcast TV ads increased Coca-Cola’s social engagements by 116.9% 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