Turner and 4C announced the results of the first study that quantifies the impact of television advertising on social media brand engagement across Facebook and Twitter.
“Conducted by 4C, a global leader in data science and media technology, in partnership with Turner, the research finds that television advertising significantly prompts consumers to interact with brands on social media,” the companies announced. “The data also shows that advertising during premium programming delivers greater social brand engagement than during non-premium programming.”
Howard Shimmel, chief research officer for Turner, noted in the announcement: “The industry is well aware of social media’s ability to authentically bridge the divide between brands and consumers, yet little research has been conducted analyzing the role of television — the most powerful marketing channel for advertisers — as a driver to the social space. We partnered with 4C to more deeply understand and plan against television’s influence on social brand engagement to further enable our advertising partners to effectively connect with their target audiences and optimize spend across all platforms and screens.”
Among the key takeaways, the analysis found that 1 out of every 5 social media brand engagements is driven by television advertising; when the two largest drivers of social brand engagement are compared, television drives 1 in 3 engagements; and television advertising during premium programming drives 4.5x higher social brand engagement than during non-premium programming.
Said Lance Neuhauser, chief executive officer, 4C: “While television is a dominant channel for advertisers given its unparalleled reach and ability to drive emotional resonance, technology is simultaneously transforming the way consumers interact with content and brands. The rise of social media has turned television into a participatory event where viewers can provide commentary and consumers can engage with brands. For marketers, the imperative is to develop cross-channel strategies that capitalize on these shared media experiences.”