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It's easy to assume that the fast-food breakfast war begins and ends with its two major contenders: Taco Bell and McDonald's. Not so, according to Kantar Media's analysis of fast-food chains' breakfast-focused ad spending, which showed that regional chains can account for a significant share of such advertising, even with smaller budgets, in certain major markets.
During the first nine months of 2015, Taco Bell spent $79 million on national and local TV spots focused on breakfast, according to Kantar.