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 - Applebee's New Irresist-A-Bowls :30 - 27.3 SEV
Magnum P.I. (CBS), Jan 31, 8.5M impressions - Applebee's New Irresist-A-Bowls :15 - 22.3 SEV
Station 19 (ABC), Jan 30, 6.1M impressions - Applebee's New Irresist-A-Bowls :30 - 21.3 SEV
This Is Us (NBC), Jan 28, 6.4M impressions - Red Lobster Lobsterfest to Go - 18.1 SEV
Grey's Anatomy (ABC), Jan 30, 5.6M impressions - Applebee's New Irresist-A-Bowls :30 - 15.3 SEV
NCIS (CBS), Feb 2, 3.5M impressions - Olive Garden Never Ending Stuffed Pasta :30 - 13.1 SEV
This Is Us (NBC), Jan 28, 6.4M impressions - Chili's 3 for $10 - Chili's Fancy :15 - 11.1 SEV
The Neighborhood (CBS), Feb 3, 9.3M impressions - Applebee's New Irresist-A-Bowls :15 - 10.5 SEV
The Unicorn (CBS), Jan 30, 5.8M impressions - Red Lobster Lobsterfest to Go - 9.9 SEV
The Bachelor (ABC), Feb 3, 5.5M impressions - 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 - Domino's Pizza Five Crust Options for $7.99 - 57.7 SEV
Hawaii Five-0 (CBS), Jan 31, 8.2M impressions. - Domino's Pizza Mix & Match Deal - Allowance :15 - 56.1 SEV
WWE Friday Night SmackDown (FOX), Jan 31, 3.9M impressions - Domino's Pizza Five Crust Options for $7.99 - 54.8 SEV
Magnum P.I. (CBS), Jan 31, 8.5M impressions - Starbucks New Non-Dairy Options - 48.0 SEV
Bless This Mess (ABC), Jan 28, 3.4M impressions - Domino's Pizza Mix & Match Deal - Allowance :15 - 41.2 SEV
Magnum P.I. (CBS), Jan 31, 8.5M impressions - Domino's Pizza Mix & Match Deal - Allowance :15 - 36.3 SEV
Hawaii Five-0 (CBS), Jan 31, 8.2M impressions - Domino's Pizza Five Crust Options for $7.99 - 34.5 SEV
20/20 (ABC), Jan 31, 4.0M impressions - Domino's Pizza Five Crust Options for $7.99 - 23.0 SEV
Fresh Off the Boat (ABC), Jan 31, 5.3M impressions - Domino's Pizza Mix & Match Deal - Allowance :15 - 19.9 SEV
NCIS (CBS), Jan 28, 12.1M impressions - 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 |
|
|
|
|
|
Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.
Peter Romeo has covered the restaurant industry since 1984 for a variety of media. As Editor At Large for Restaurant Business, his current beats are government affairs, labor and family dining. He is also the publication's unofficial historian.
View All Articles by This Author