• by Wayne Friedman , April 25, 2024

Among quick-serve restaurant brands, consumer search engagement as a response to TV advertising is still higher when the ad runs on linear TV rather than on a streaming platform.

Consumers were 5% more likely to engage with quick-serve restaurants' (QSR) or fast-food advertising on linear TV than on streaming platforms, according to EDO Ad EnGage.

These results are from a first-quarter survey in which 83% of QSR advertising exposures were on linear TV, versus 17% ad exposures on streaming platforms.

The brands with the best results from streaming ad effectiveness compared to linear TV ad performance include McDonald's with 66% more; Starbucks (47%), Chick-fil-A (32%); Carl's Jr. (29%); and Zaxby's Restaurant (28%).

The study also shows that men 65 years and up are “most engaged” with QSR ad exposures -- 35% more for linear TV than the average demographic, 114% more for streaming.

The least engaged demographic, the study shows, is among younger women. Women 18-24 are 36% less likely than the average demographic to engage; with women 25-34 are 18% less likely.

Year-to-date, national TV advertising  QSR spend was estimated to be $590.4 million, with total engagement volume showing a 116,060 increase immediately following the airing of a TV commercial. 

During the same period the year before, spend was at $680.2 million, with engagement increasing in volume at 116,840.