News

QSRs test 24-hour advertising measurement service

March 5, 2012

Phoenix Marketing International has introduced the AdPi (Advertising Performance Indicator) Express scorecard, which delivers key strategic and communication insights in a quick-turn format.

With the new measurement tools, restaurant brands now have the ability to test four finished television ads -- theirs or their competitors -- in 24 hours, with a national sample of consumers, for $9,500.

An ad's potential is assessed using predictive response models developed in Phoenix's category-specific Advertising Audit. In addition, individual ad performance is compared to category-specific norms developed, also from the Audit.

Phoenix has tested TV ads from more than 25 of the largest chains in the U.S., including McDonald's, Subway, Burger King, Taco Bell, Sonic, Applebee's, Olive Garden, Red Lobster and Chili's to develop the models and establish norms.

This advertising testing approach provides clients with a quick way to assess ad performance, conduct in-market disaster checks, make ad rotation decisions, and compare their ad results to key competitors.

AdPi Express surveys a minimum of 200 consumers, providing quantitative diagnostic results. Qualitative insights are also included, using a word cloud format that includes respondent verbatims around likeability and message clarity.

"The restaurant industry is competitive and innovative; clients don't have the luxury of waiting weeks for reliable data. Our in-market overnight advertising results combined with detailed diagnostics will give our clients an edge to create more effective advertising," said Anne-Marie Duffy, president of the Communications and Brand Analytics Practice at Phoenix Marketing International.

Phoenix Marketing International recently conducted an AdPi Express project to test four QSR value menu TV ads. Jack-in-the-Box, KFC, Subway, and Wendy's were included in the study.

A free report is available online.

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