How Apple owns social TV with traditional commercials

By Natan Edelsburg 

You might notice that Apple isn’t “on social” the way many of their other Fortune 500 brethren are. They don’t have a social media manager and don’t invest in social marketing campaigns (in the traditional sense). On this week’s most social TV commercials chart (provided exclusively for Lost Remote by Bluefin Labs) Apple has shot into the top three proving how powerful the brand is on social TV.

Apple is the third spot on this week’s chart with the biggest week over week percentage change (+466%).  The jump of course is the result of their iPad Mini launch via their always popular, simple and fun commercials. Pepsi is still rocking the number one spot with help from One Direction and Call of Duty owns the number two spot. Here’s Bluefin’s analysis.

  • We measured Tweets about commercials from November 1-7. The infographic displays the brands with the most talked-about commercials during this week.
  • The top 3 most Tweeted-about brands were Pepsi (27.1K), Call of Duty (6.2K), and Apple iPad (5.7K)
  • Once again, Pepsi has retaken the number 1 spot for the most Tweeted-about TV commercial. They are still running the ad featuring One Direction and NFL star Drew Brees. Of the five creatives Pepsi ran from Nov 1-7, this commercial aired 45 times – the most airings by far. The other creatives ran only a handful of times each.
  • Call of Duty’s most recent commercial about their new Black Ops game continues to gain momentum in social TV. Last week, there were over 5K Tweets about this ad, which had aired 132 times. This week, the ad aired 156 times and there were 15% more Tweets about it. The game will be released on Tuesday, Nov 13, so it makes sense that buzz has been increasing as players get excited.
  • Samsung was the only brand in our top 10 list that decreased in # of Tweets about its commercials. Last week, they aired 15 creatives a total of 749 times. The commercial featuring Lebron James only ran 38 times, but generated a ton of buzz. That same commercial ran 311 times this week – a big increase – and yet the total brand buzz fell by 67%. One reason could be their choice of networks for this ad. Last week, the majority of Samsung’s commercials ran on Bravo. This week, the majority aired on CNN.

Source: Bluefin Labs

The Top 10 Social TV Commercials Chart, powered by Bluefin Labs, ranks brands according to how many Tweets their TV commercials received during one week. The “Week-Over-Week % Change” compares the amount of Tweets from the previous week to the current week listed in the chart. The “# of Earned Impressions” refers to the sum of potential impressions made by Tweets about the brand’s commercials: if someone with 100 followers sends 1 Tweet, then it is counted as making 100 potential impressions.