Arby's Capitalizes On End Of 'Daily Show'
- by Gavin O'Malley @mp_gavin, August 7, 2015
For better or worse, Jon Stewart’s departure from “The Daily Show” is generating a load of buzz for his favorite fast-food target, Arby’s. Indeed, after being prominently featured in Stewart’s two final episodes, the quick-service restaurant saw its digital “consumption” on Twitter soar 638%.
That’s according to Amobee Brand Intelligence, which compared Twitter activity from August 5-7 and August 2-4.
“Consumption is a measure of how often a term is ‘seen’ online across more than 600,000 Web sites (includes mobile) and social media,” an Amobee spokeswoman noted.
Welcoming the attention, Arby's actually bought two 30-second TV spots during Stewart's second-to-last show, on Wednesday, while Arby’s CEO Paul Brown made an onscreen appearance to jokingly tell off Stewart, on Thursday’s show.
Arby’s logo also appeared during a "Goodfellas" homage video.
More broadly, there was 288,288 tweets around "The Daily Show" between 11 p.m. on August 6 to 3am on August 7. That activity included 115,110 around the hashtag #JonVoyage, 101,160 tweets around Stewart specifially, and 39,744 around "The Daily Show."
Illustrating the digital savvy of Stewart’s audience, there was 81% more digital consumption around the show’s creator and host, on August 7 -- the day after his final episode -- than that generated the day after David Letterman’s final show, on May 21.
Arby’s wasn’t the only longtime target of "The Daily Show" to shine, this week. After appearing on the program with a puppet of himself, Senator John McCain received 1,062 Tweets between 11pm on August 6 and 3am on August 7.
A featured musical performance by Bruce Springsteen also generated 2,772 tweets for The Boss, during the same time period.
