Found Remote is continuing our partnership with 4C to look at brands' Social Lift after their commercials air. Walmart took the big win for the holiday season last year. Here are the full insights for the above charts.
- The Walmart holiday TV campaign drove over 120% social engagement lift on broadcast and cable to earn the retailer the top spots in both rankings. The retailer delivered just under 20,000 TV ads on cable, with Christmas Eve being the most highly advertised day. Christmas Eve TV ads drove the highest social engagement lift at 259%.
- Consumers were especially interested in retailers during December, Target also climbed in the ad rankings for its holiday campaign featuring popular toys as characters.
- Deals on home appliances and holiday décor helped Lowe’s climb in the broadcast rankings.
- eBay takes the second spot in the cable rankings as its TV campaign promoting unique one-of-a-kind gifts during the holiday which drove a higher response from consumers.
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, Walmart’s 127.9% TV Social Lift Impact means Walmart's broadcast TV ads increased Walmart’s socialengagements by 127.9% 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.