Arby's Adjusts Media Recipe

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The review of lead creative duties on Arby’s’ advertising account comes as the chain seeks to raise its national profile, in part through a shift in television ad buying patterns.

After years of relying primarily on spot media buys, this year the chain has bought national network time on programs such as NBC’s Saturday Night Live. In the first half of 2010, Arby’s’ network TV spend totaled nearly $8 million, up significantly from about $320,000 in the same period last year, according to Nielsen.

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