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In our sample, we have tracked 250 brands on the social media. For which, we have gathered over 12 million feeds during the month of Ramadan. Out of these brands, 39 has been airing their advertisement video clips on TV channels in addition to social networks (Aired clips), while the rest has only been publishing their advertisement videos on the social networks.


We found that 16% of the published video clips on social media belong to brands that had chosen to broadcast their advertisements on TV while 84% preferred to use social networks only. Those 16% of video clips have gained 17% of the total users’ engagement which represent almost the same percentage.

But for sharing, those 16% of aired clips has gained 36% of the sharing action (over double) while the 84% that have used social networks only have gained 64% only of the shares.