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Food steals the advertising spotlight

The most effective restaurant chain ads of last week focused on menu and service options rather than price.
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Photograph: Shutterstock

Restaurant chains focused their TV ads on new products and services during the last week of January, providing viewers with a respite from straightforward pitches on saving money, according to the latest ranking from EDO.

The spots were still largely skewed toward bargain hunters, with the pitched items sporting attractive prices. But a ranking of the week’s most effective ads emphasized the availability of new options that just happened to be wallet-friendly.

Applebee’s was particularly aggressive in pitching a new menu option, the just-added Irresist-A-Bowls line. The casual-dining chain’s ads for the bowls secured five of the top 10 spots on EDO’s weekly ranking of full-service brands’ most effective commercial airings. The commercials were aired during a number of primetime dramas, including “Magnum P.I.,” “This Is Us” and “Grey’s Anatomy.”

Food also grabbed the spotlight in limited-service advertising. The champion of the airwaves was clearly Domino’s, which claimed five of the week’s top 10 spots with commercials touting its five crust options. It won four more slots at the top of the rankings with spots pushing its mix and match two-fer deal.

The only other brand finishing in the top 10 for limited service was Starbucks, which touted its new nondairy drinks.

EDO bases its ranking on a proprietary algorithm that gauges changes in search engagement activity after a TV commercial airs. The measurement company has found that searches are the first step in the path to purchasing.

Top 10 casual/midscale network primetime TV ads of the week
Jan. 28 – Feb. 3

 

Top 10 casual/midscale network primetime TV ads of the week
Jan. 28-Feb. 3

  1. Applebee's New Irresist-A-Bowls :30 - 27.3 SEV
    Magnum P.I. (CBS), Jan 31, 8.5M impressions
  2. Applebee's New Irresist-A-Bowls :15 - 22.3 SEV
    Station 19 (ABC), Jan 30, 6.1M impressions
  3. Applebee's New Irresist-A-Bowls :30 - 21.3 SEV
    This Is Us (NBC), Jan 28, 6.4M impressions
  4. Red Lobster Lobsterfest to Go - 18.1 SEV
    Grey's Anatomy (ABC), Jan 30, 5.6M impressions
  5. Applebee's New Irresist-A-Bowls :30 - 15.3 SEV
    NCIS (CBS), Feb 2, 3.5M impressions
  6. Olive Garden Never Ending Stuffed Pasta :30 - 13.1 SEV
    This Is Us (NBC), Jan 28, 6.4M impressions
  7. Chili's 3 for $10 - Chili's Fancy :15 - 11.1 SEV
    The Neighborhood (CBS), Feb 3, 9.3M impressions
  8. Applebee's New Irresist-A-Bowls :15 - 10.5 SEV
    The Unicorn (CBS), Jan 30, 5.8M impressions
  9. Red Lobster Lobsterfest to Go - 9.9 SEV
    The Bachelor (ABC), Feb 3, 5.5M impressions
  10. Red Lobster Lobsterfest to Go - 9.7 SEV
    Royal Divide: Harry, Meghan, and The Crown (ABC), Jan 29, 3.5M impressions
 

Top 10 QSR/fast-casual network primetime TV ads
Jan. 28-Feb. 3

  1. Domino's Pizza Five Crust Options for $7.99 - 57.7 SEV
    Hawaii Five-0 (CBS), Jan 31, 8.2M impressions.
  2. Domino's Pizza Mix & Match Deal - Allowance :15 - 56.1 SEV
    WWE Friday Night SmackDown (FOX), Jan 31, 3.9M impressions
  3. Domino's Pizza Five Crust Options for $7.99 - 54.8 SEV
    Magnum P.I. (CBS), Jan 31, 8.5M impressions
  4. Starbucks New Non-Dairy Options - 48.0 SEV
    Bless This Mess (ABC), Jan 28, 3.4M impressions
  5. Domino's Pizza Mix & Match Deal - Allowance :15 - 41.2 SEV
    Magnum P.I. (CBS), Jan 31, 8.5M impressions
  6. Domino's Pizza Mix & Match Deal - Allowance :15 - 36.3 SEV
    Hawaii Five-0 (CBS), Jan 31, 8.2M impressions
  7. Domino's Pizza Five Crust Options for $7.99 - 34.5 SEV
    20/20 (ABC), Jan 31, 4.0M impressions
  8. Domino's Pizza Five Crust Options for $7.99 - 23.0 SEV
    Fresh Off the Boat (ABC), Jan 31, 5.3M impressions
  9. Domino's Pizza Mix & Match Deal - Allowance :15 - 19.9 SEV
    NCIS (CBS), Jan 28, 12.1M impressions
  10. Domino's Pizza Five Crust Options for $7.99 - 18.3 SEV
    20/20 (ABC), Jan 31, 4.0M impressions

Source: EDO

SEV = Search Engagement Volume

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