Want to reach people? Link TV and social media ads.

NFL games are considered premium programming, which can help drive viewers to advertisers’ social media feeds.

Brands looking to interact with their target audience via social media should consider first doing so on TV.

A new study from Turner and the media technology company 4C found that 19.5 percent of social media engagement with brands on Facebook and Twitter is driven by TV advertising.

The study says this indicates strong engagement intention, considering consumers must switch from TV to a secondary device to call up a social app or brand page to take such action.

Not surprisingly, driving TV viewers to an advertiser’s social presence is easiest during premium programming, such as sports, live events or original episodes of series.

During the study, ads that ran during premium programs made up just a quarter of total impressions tracked, yet they led to nearly two-thirds of all social interactions with brands.

Put another way, premium programming drove 4.5 times higher engagement per ad impression than non-premium programming.

For the study, 26 brands were looked at over the course of six months. The brands were from a variety of categories, including telecom, food and beverage, financial services and restaurants.

Visit 4C’s website to get a complete copy of the report.

Tags: 4c, advertising engagement, engagement, facebook, social media, turner, twitter