A Study by 4C Insights has measured the Affinity, Engagement and Ad Score based on advertising during the Oscars that gave a brand lift for affinity and created a positive social buzz as reported by AdWeek. Digital engagement for Brands created a  social media buzz and engagement while increasing the audience reach.

 Dove: 29,250 mentions, 91 percent positive

Coke: ­ 12,600 social mentions, 28 percent positive

Samsung: ­ 11,502 social mentions, 23 percent positive

McDonalds: ­ 6,075 social mentions, 17 percent positive

For advertisers, looking at building on the social buzz and targeting the audience with new campaigns or advertising, a product from Affinity Answers TV Ad Exposure segments target the users or fans of the show who engaged with your brand – after seeing the brand’s ad on TV. These segments target a dynamic, new TV audience wherever they are, by identifying their digital website affinities and reaching them on these sites with Dynamic Ad Serving. TV Ad Exposure segments increase conversions by leveraging the social buzz with your TV advertising.

The flip side for the engagement of moviegoers with movies Digital plays a role with engagement being high for moviegoers who will take action on an ad that they saw for the movie they are interested in.

In a report by Nielsen while 53 percent of moviegoers show interest in Movie ads shown on TV a large percentage, nearly 75 percent would click on the ad, and 81 percent would search for more information about the movie with online ads.