News

QSR segment ups the ante on TV ad spend

November 3, 2014

The quick-service restaurant category has increased its TV ad activity by 11 percent compared to the unique creative that aired last year. According to Nielsen, as a result of the increase, TV advertising for the category experienced declines in both memorability and branding success compared to the same period last year on both broadcast and cable.

In fact, half of the brands in the category saw a decline as they increased product offerings compared to last year.

Despite this trend, some QSR ads have resonated with consumers. McDonald’s Olympic-themed ads, and Subway’s “JanuANY” campaign topped the list of best ads to date in 2014 based on Branded Memorability, or viewers' ability to remember the ad and correct brand a day after seeing it.

According to a news release from Nielsen, the top 10 English-language QSR ads year to date are:

• McDonald's: Olympics, Celebrated with a bite (60 seconds)
• Subway: JanuANY, Ready to celebrate (30 seconds)
• Subway: JanuANY, Start the new year right (30 seconds)
• KFC: #HowDoYouKFC, Pot Pie (30 seconds)
• Wendy's: #PretzelLoveSongs, Pretzel Bacon Cheeseburger (30 seconds)
• Sonic: Outside Counts, Cheesy Bread Dogs (15 seconds)
• Sonic: Cover to Cover, Cheesy Bread Dogs (30 seconds)
• McDonald's: Olympics, Chicken McNuggets (15 seconds)
• Subway: Cruncha Muncha, Fritos Chicken Enchilada Melt (30 seconds)
• McDonald's: Olympics, Chicken McNuggets (30 seconds)