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
Top 10 QSR/fast-casual network primetime TV ads
SEV = Search Engagement Volume
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