QSR and Pizza Brands Grow Est. National TV Ad Spend By 11% Year-Over-Year, iSpot Says
TV advertising snapshot shows QSR and pizza advertisers spent over $836 million during new-airing programming during the first half of 2022.
iSpot, the standard in TV ad measurement and analytics, unveiled in a new report that QSR and Pizza brands spent an estimated $836.1 million on national TV advertising during new-airing programming over the first half of 2022 – up 11% year-over-year. Even with that increase, however, these brands also witnessed a marginal collective decrease in share of TV ad impressions year-over-year, from 5.53% to 5.40%.
Subway, Domino’s, McDonald’s, Taco Bell and Wendy’s – the top 5 brands ranked by share of impressions in this category, respectively – remained unmoved compared to the first half of 2022, with Subway leading the list at 10.25%. KFC found its way into the top 10 after jumping two spots versus the first half of last year, accounting for 4.29% of TV ad impressions.
The report also noted that a sizable portion of QSR and Pizza TV ad impressions from the start of 2021 through Q2 2022 were delivered during sports programming (live games and studio shows). iSpot data shows that over 40% of QSR and Pizza TV ad impressions were delivered during these programs. Fittingly, ESPN led all networks in this category at 14.00% of QSR impressions, followed by ABC at 10.98% and CBS at 8.90%.
This TV ad buying strategy from QSR brands falls in line with landing impressions with their target audience of younger male consumers, who traditionally make up the large majority of sports-related programming viewership.
To find more QSR and Pizza TV ad trends from iSpot, download the report here
