Samsung scored a 883% “penetration per thousand” (PPM) index, according to 4C Insights.
The PPM measure answers the question: “Among people who engage in the Oscars on social media, how much more likely are they to engage with a given advertiser compared to a set of more than 30 Oscar advertisers and competitors.”
Netflix posted a 641% score; Android 330%; AT&T, 198%; and Kohl’s, 166%.
According to iSpot.tv, Samsung was also the biggest spender in buying traditional TV advertising time on ABC: $18.8 million. Those high social-media earners were also top 10 Oscar TV spenders: Kohl’s ($10.6 million); AT&T ($7.4 million); and Android ($6.4 million).
Netflix is the exception -- and looks to have scored the biggest bang for its buck in terms of social-media engagement from TV advertising spend: Buying just one 30-second commercial for $1.9 million.
The report stems from 4C Insights’ Teletrax technology, a global TV monitoring network covering more than 1,300 U.S. channels in all 210 DMAs.