or


[03/02/16 - 06:50 AM]
Turner & 4C Find Television Advertising as Significant Driver of Social Media Brand Engagement
The data also shows that advertising during premium programming delivers greater social brand engagement than during non-premium programming.

[via press release from Turner]

Turner & 4C Find Television Advertising as Significant Driver of Social Media Brand Engagement

Television Ads Account for 1 in 5 Social Engagements for Brands

Turner and 4C today announced the results of the first study to date 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 data also shows that advertising during premium programming delivers greater social brand engagement than during non-premium programming.

"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," said Howard Shimmel, chief research officer, Turner. "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."

"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," said Lance Neuhauser, chief executive officer, 4C. "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."

Conducted over six months, 4C analyzed the impact of television and social media advertising on public Facebook and Twitter accounts for 26 brands. Key takeaways include:

1. 1 out of every 5 social media brand engagements is driven by television advertising.

For the 26 brands studied, 4C found that 19.5% of their public social media engagement on Facebook and Twitter was attributed to television advertising (18% from TV plus half of 3% from TV + Social). As anticipated, social ads are the largest single driver of social engagement, offering consumers the opportunity to interact with brands at one click away. Reinforcing the significance of television's impact, TV-influenced consumers must switch to a secondary device and navigate to an app or brand page to take social action, indicating a strong engagement intention.

2. When the two largest drivers of social brand engagement are compared, television drives 1 in 3 engagements.

A direct comparison of television versus social advertising finds that 1 out of every 3 brand engagements is influenced by television. In addition, the cross-screen effect of television and social ads running simultaneously contributed to 5% of social media brand engagement when all other factors were removed. As television and social ads are the two highest paid factors of social engagement for brands, this data showcases the opportunity for marketers to enhance paid media budgets by planning and buying both areas together.

3. Television advertising during premium programming drives 4.5x higher social brand engagement than during non-premium programming.

In order to evaluate the effect of the type of television programming on social brand engagement, program categories were used to classify each ad occurrence: premium (Sports, Live and Originals) and non-premium. Premium programs impacted 64% of television-driven social engagement, while composing 28% of impressions. Although ads in premium programs comprised about a quarter of impressions tracked, premium environments impacted nearly two-thirds of social interactions, showcasing the value placement of a premium ad spend on social.

When calculated as an engagement per impression index, premium drove 4.5x higher engagement per impression than non-premium. Sports and Live programming scored the highest at 379 and 277 respectfully, versus non-premium at 50. Originals also ranked significantly above non-premium at 213.

As television ad placements during premium programs are generally priced higher than non-premium, the study also calculated a cost to engagement index. The results find that premium content delivers a higher value of social media brand engagement at an index of 179 versus 56, which is a 3x+ rate for premium content when the higher priced CPMs are included.

This research was conducted over a six month period from May 1, 2015 to October 31, 2015 for 26 brands across a diverse set of verticals including consumer packaged goods, consumer electronics, food and beverage, financial services, telecommunications and restaurants. A multiple regression model was used to determine the effect of television advertising impressions and social advertising impressions on the volume of social media brand engagement. To accomplish this, the following datasets were utilized: 4C television ad occurrence data, Nielsen National People Meter ratings, Nielsen Ad Intel for CPM estimates by program type, paid social impressions on Facebook and Twitter from the 4C social product, and public social engagement on Facebook (posts, likes and comments) and Twitter (brand mentions and retweets).

A complimentary copy of the complete report can be accessed at www.4Cinsights.com/TurnerResearch.

About Turner

Turner, a Time Warner company, creates and programs branded news, entertainment, sports, animation and young adult multi-platform content for consumers around the world. Turner brands and businesses include CNN/U.S., HLN, CNN International, CNN.com, Great Big Story, TBS, TNT, TCM, truTV, Cartoon Network, Boomerang, Adult Swim, Turner Sports, Bleacher Report, iStream Planet and ELEAGUE.

About 4C

4C is a global leader in data science and media technology with solutions for cross-screen convergence. Advertisers, agencies, media companies and content owners use 4C to improve effectiveness on TV, digital and mobile. The 4C product suite includes advertising activation on Facebook, Twitter, LinkedIn, Pinterest and Instagram as well as TV Synced Ads across display, search, social and video. The company also provides advertising and content analytics leveraging its proprietary Teletrax global TV monitoring network of more than 2,100 channels in 76 countries. 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.





  [march 2016]  
S
M
T
W
T
F
S
  


· SHOWATCH
(series past and present)
· DEVWATCH
(series in development)
· MOVIEWATCH
(tv movies and mini-series)





[11/04/24 - 04:01 PM]
Video: "Zombieverse 2: New Blood" - Official Trailer - Netflix
The groundbreaking K-zombie series returns bolder than ever, with enhanced zombies, new members and wilder quests full of non-stop thrills and laughter.

[11/04/24 - 02:01 PM]
"Outer Banks" Renewed for Fifth and Final Season Following Fan Celebrations at Poguelandia and Multi-Country Pogue Tour
The news comes two days after the second Poguelandia: An Outer Banks Experience, held November 2 at The Barker Hangar in Santa Monica, California.

[11/04/24 - 01:31 PM]
Acorn TV's Hit Detective Crime Drama "Dalgliesh" Returns with All-New Episodes Monday, December 2
Season 3 is made up of three distinct mysteries, each two episodes long.

[11/04/24 - 12:01 PM]
NBC Unveils Lineup of New and Returning Beloved Holiday Programming
New programming for 2024 includes "Jimmy Fallon's Holiday Seasoning Spectacular" and "A Motown Christmas," hosted by Smokey Robinson and Halle Bailey.

[11/04/24 - 11:01 AM]
The Final Bell: Production Begins for the Third and Final Season of "Heartbreak High"
In Season 3, it's time for Hartley High's graduating class to say 'goodbye' to school, and 'hello' to adulthood!

[11/04/24 - 11:01 AM]
NBC's "The Voice" Taps Music Icon Sting and Multi-Hyphenate Jennifer Hudson as Season 26 Mega Mentors
Hudson joins Michael Bublé and Reba McEntire while Sting joins coaches Snoop Dogg and Gwen Stefani to mentor the remaining artists as each team prepares for the Knockouts, beginning Monday, November 11.

[11/04/24 - 10:31 AM]
Aussie Luke Hemsworth Joins the Cast of Prime Video's Global Hit Series "Deadloch" Season Two
Hemsworth will join lead cast members Kate Box, Madeleine Sami, Nina Oyama and Alicia Gardiner.

[11/04/24 - 08:32 AM]
Netflix Announces Release of the Documentary "Avicii - I'm Tim" and Avicii's Last Show from Ibiza's Ushuaia
The documentary "Avicii - I'm Tim" and "Avicii - My Last Show" will launch globally on Netflix on December 31.

[11/04/24 - 08:31 AM]
Video: "Countdown: Paul vs. Tyson" - Narrator Announcement, Sneak Peek & Key Art Debut
Ice T will narrate the three-part follow-doc leading up to the Netflix and MVP's heavyweight boxing mega-event.

[11/04/24 - 08:02 AM]
"La Liberacion" Will Premiere Exclusively on Prime Video on January 17
The unique series created and directed by noted filmmaker Alejandra Márquez Abella premieres January 17 on Prime Video.

[11/04/24 - 08:01 AM]
Video: "Cold Case: Who Killed JonBenet Ramsey" - Official Trailer - Netflix
On December 26, 1996, John and Patsy Ramsey woke up the morning after a loving family Christmas to discover their youngest child, six-year-old JonBenét, was missing, a chilling ransom note left downstairs.

[11/04/24 - 08:01 AM]
Video: "The Night Before Christmas in Wonderland" - Official Trailer - Hulu
St Nick (voiced by Gerard Butler) receives a delayed letter on Christmas Eve from the Princess of Hearts.

[11/03/24 - 07:30 PM]
Video: AMC Networks Releases a First Look at Season Three of "The Walking Dead: Daryl Dixon"
Starring Norman Reedus and Melissa McBride as the beloved characters "Daryl Dixon" and "Carol Peletier," the new season is set to premiere in 2025 on AMC and AMC+.

[11/02/24 - 06:12 PM]
Video: "Outer Banks" Season 4 - Part 2 Official Trailer - Netflix
Buried secrets surface as the Pogues race to find a legendary artifact - with a dangerous gang of rival treasure hunters hot on their trail.

[11/01/24 - 03:15 PM]
ABC News Studios Announces "Price of Fame: The Liam Payne Story - A Special Edition of 20/20," Airing Nov. 3 at 10 P.M. EST on ABC
The one-hour special explores Liam Payne's meteoric rise to celebrity as a member of boy band One Direction and his personal journey, including his struggles with mental health and the pressures of stardom, as well as his efforts to reinvent himself as a solo artist.