This article explores the effectiveness of advertising for quick-serve restaurants (QSRs) on linear TV versus streaming platforms. Here's a breakdown of the key points:
Linear TV Wins Overall: While most QSR ads are still on linear TV (83%), they generate 5% more consumer search engagement compared to streaming ads.
Streaming Exceptions: Some brands, like McDonald's and Starbucks, see a higher engagement lift from streaming ads compared to linear TV.
Engaged Demographics: Men 65+ are most receptive to QSR ads, particularly on streaming platforms (114% more engaged than average).
Less Engaged Demographics: Younger women (18-34) are the least engaged demographic for QSR ads, regardless of platform.
Spending Trends: National TV ad spend for QSRs is down slightly year-to-date compared to last year, but engagement volume remains similar.
Overall, while streaming services are growing, linear TV remains a more effective advertising platform for most QSR brands in terms of generating consumer search interest.
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