Around the Net
Sonic Shifts Spending, Design
- Burger Business, Friday, January 11, 2013 10:05 AM
Sonic Drive-In says it is shifting its media-buying strategy to give its brand—now operating in 43 states—a more national profile. Non-TV media spending will be slashed to 7% of its budget, compared with 17% in 2012. The Oklahoma City-based chain says that represents primarily a minimizing of outdoor advertising, not digital spending. This year, Sonic will put 67% of media dollars into national cable TV, up from 48%, while local TV spending drops to 26% from 35%.
