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Olive Garden and Applebee’s dominated casual-dining TV advertising last week, locking up eight of the top 10 spots on EDO’s ranking of airings by their effectiveness. Olive Garden’s lunch offerings were the star of the top three spots, while Applebee’s touted its latest all-you-can-eat deal in two different executions, both of which featured monster hit songs from the past.
In the quick-service market, pizzas and chicken items were the big stars in last week’s TV advertisements. With the exception of Taco Bell’s commercial for its $1 Double Stacked Tacos, every spot in the top 10 featured one of those two products. Chick-fil-A once again topped the rankings with a 30-second come-on for its nuggets, aired during CBS’ “Chicago Fire.” Domino’s scored five slots with ads promoting its various specialty pies.
The rankings are based on EDO’s proprietary calculation of Search Engagement Volume, or changes in the level of searching for a brand after its commercial airs. The New York City-based agency views that metric as a gauge of consumers’ propensity to order from the chain.
Top 10 casual/midscale network primetime TV ads
Jan. 14–Jan. 20 - Olive Garden Lunch at Olive Garden :30 - 21.0 SEV
The Bachelor (ABC), Jan 20, 6.2M impressions - Olive Garden Lunch at Olive Garden :15 - 10.8 SEV
Ellen's Game of Games (NBC), Jan 14, 4.2M impressions - Olive Garden Lunch at Olive Garden :30 - 10.7 SEV
Chicago P.D. (NBC), Jan 15, 6.8M impressions - Applebee's One More Time - 9.7 SEV
Young Sheldon (CBS), Jan 16, 8.9M impressions - Chili's 3 for $10 - Chili's Fancy :15 - 9.3 SEV
Chicago P.D. (NBC), Jan 15, 6.8M impressions - Applebee's One More Time - 8.9 SEV
Chicago Fire (NBC), Jan 15, 8.2M impressions - Applebee's Can’t Help Myself :15 - 8.5 SEV
NCIS (CBS), Jan 14, 10.1M impressions - Chili's 3 for $10 - Chili's Fancy :15 - 8.5 SEV
Bob Hearts Abishola (CBS), Jan 20, 6.4M impressions - Applebee's One More Time - 6.4 SEV
The Unicorn (CBS), Jan 16, 5.6M impressions - Olive Garden Lunch at Olive Garden :15 - 5.9 SEV
New Amsterdam (NBC), Jan 14, 5.0M impressions
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Top 10 QSR/fast-casual network primetime TV ads
Jan. 14 –Jan. 20 - Chick-fil-A Chick-fil-A Nuggets - Magic - 47.1 SEV
Chicago Fire (NBC), Jan 15, 8.2M impressions - Domino's Pizza Mix & Match Deal - Allowance :15 - 36.2 SEV
Ellen's Game of Games (NBC), Jan 14, 4.2M impressions - Chick-fil-A Chick-fil-A Nuggets - Magic - 29.3 SEV
The Good Doctor (ABC), Jan 20, 5.4M impressions - Domino's Pizza Mix & Match Deal - Allowance :15 - 27.1 SEV
The Resident (FOX), Jan 14, 3.9M impressions - Domino's Pizza Five Crust Options for $7.99 - 26.9 SEV
The Resident (FOX), Jan 14, 3.9M impressions - Domino's Pizza Five Crust Options for $7.99 - 23.2 SEV
Ellen's Game of Games (NBC), Jan 14, 4.2M impressions - Little Caesars Pizza Thin Crust - Shy - 21.7 SEV
Jeopardy! The Greatest of All Time (ABC), Jan 14, 13.6M impressions - Chick-fil-A Chick-fil-A Nuggets - Magic - 16.8 SEV
Modern Family (ABC), Jan 15, 3.8M impressions - Taco Bell $1 Double Stacked Tacos - Big Show :15 - 16.7 SEV
Jeopardy! The Greatest of All Time (ABC), Jan 14, 13.6M impressions - Domino's Pizza Pepperoni Guy :15 - 16.0 SEV
The Neighborhood (CBS), Jan 20, 6.8M impression
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Source: EDO
SEV = Search Engagement Volume
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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.
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