• by Teresa Buyikian , 7 hours ago

As steaming TV rapidly overtakes American viewing habits, QSR advertising is apparently following suit. A recent report from ad intelligence company AdImpact, revealed that while QSR broadcast commercial airings remained flat at 1.9 million from Q1 2025 to Q1 2026, CTV impressions increased 11% over the same period.

CTV QSR ad impressions were dominated by national chains, with McDonald’s in the lead with 3.1 billion, followed up by Chick-fil-A with 2.7 billion, Arby’s with 2.4 billion, Little Caesar’s with 1.3 billion and Domino’s with 1.1 billion. In terms of regional chains, Zaxby’s was the highest-ranking local advertiser with 607 million impressions, followed by Whataburger with 333 million, Wawa with 320 million, Carl’s Jr. with 308 million and Jack in the Box with 291 million.

“The increase in CTV impressions among QSR brands over the last year reflects their desire to capitalize on a growing medium,” Don Norton, general manager of data solutions at AdImpact, told QSR Insider. “Consumers are spending more time on streaming channels, so they’re looking to reach their target audience where they’re watching television. Smart QSR brands are balancing traditional television while embracing the rapid rise of CTV, ensuring they’re covering all their bases.”

Chicken chains showed the most growth in both broadcast and CTV between Q1 2025 and Q1 2026, with an 34.1% increase in airings. But that pales in comparison to CTV impressions for the category, which grew by 310% from 1.1 billion impressions in Q1 2025, to 4.1 billion impressions by Q1 2026.

Coffee chains are led by both Starbucks and Dunkin’, with Starbucks in the lead in terms of broadcast airings with 28.8 thousand as compared to Dunkin’ with 6.8 thousand for Q1 2026. Yet Dunkin’ is making swift movement on CTV, closing the gap with 612 million impressions vs. Starbucks’ 671million for the same period.