As the relationship between Facebook and television becomes more intertwined for viewers and users, how can marketers take advantage? 4C, a Facebook Preferred Marketing Developer for ads and insights, released the results of a study of more than 150 brands in five major verticals and more than 800 TV programs on 14 broadcast and cable networks in the U.S., using public anonymized aggregate data from Facebook.
The goal of the study by 4C was to help marketers understand how Facebook users interact with TV shows and how their ad-buying decision should be impacted.
Facebook revealed some of the report’s key findings in a post on the Facebook for Business page:
The research reaffirms some common media planning practices, such as placing hair care product commercials during daytime programming.
More important, the analysis uncovers unexpected new connections that can help brands create more relevant marketing campaigns.
For marketers, key benefits of the report include:
- Brand managers and agency planners gain intelligent insights to best pair TV and Facebook media together.
- Media agencies can improve ad investments by enhancing the success of ad placements on Facebook in concert with TV programs.
- Broadcast networks can make programming decisions based on audience engagement and affinities, and they can work with brands to place relevant advertisements both on TV and via Facebook.
Following is a list of the top TV programs by vertical from the 4C study:
- Alcohol: “SportsCenter,” ESPN
- Beauty: “Good Morning America,” ABC
- Financial services: “Men at Work,” TBS
- Food and beverage: “Undercover Boss,” CBS
- Household: “Good Morning America,” ABC
- Pet care: “Dateline,” NBC
- Toys and games: “Cougar Town,” TBS
- Retail: “Good Morning America,” ABC
- Tech: “Men at Work,” TBS
- Telco: “Sunday Night Football,” NBC
- Women’s hair: “Cougar Town,” TBS
4C CEO Lance Neuhauser said in the Facebook for Business post:
In the past, many brands have had a hard time accessing and understanding behavioral data. But now our clients are able to use Facebook behavior to understand how consumers think and why they choose one brand over another. By making informed decisions about their Facebook and television advertising, these companies can appeal to both their current and prospective audiences and intensify their marketing power.
Readers: What did you think of the findings by 4C?