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TV commercials touting the availability of Chili’s 3 for $10 deal for takeout earned the Brinker International chain three of the top 10 spots on this week’s ranking of casual/midscale network ad spots by effectiveness. But it failed to best Darden Restaurants’ Olive Garden, whose own value messages earned it three of the top six slots.
In contrast, the top placements for limited-service restaurants stressed experiences over deals. Feel-good spots tied to the holidays kept Starbucks, McDonald’s and KFC in the top 10. Even Taco Bell’s product-oriented commercials, for rolled chicken tacos, looked at the product from the perspective of an Instagram-loving couple.
The ratings are provided by EDO, a service that monitors every commercial aired by restaurant chains and other major industries across about 120 networks. Its proprietary effectiveness score—SEV, or Search Engagement Volume—is based on what uplift a brand sees in online searches after a TV commercial is shown. The model is based on the supposition that searches are often the first step in ordering from a brand.
Here are the top 10 commercial airings for full- and limited-service restaurants for Dec. 10 through Dec. 16.
Top 10 casual/midscale network primetime TV ads of the week - Olive Garden 2019 Everyday Value - Italian Generosity :30 - 14.9 SEV
Ellen's Greatest Night of Giveaways (NBC), Dec 10, 6.8M impressions - Chili's 3 for $10 - Take It to Go :15 - 9.2 SEV
Mom (CBS), Dec 12, 6.3M impressions - Olive Garden 2019 Everyday Value - Italian Generosity :30 - 6.8 SEV
The Sound of Music (ABC), Dec 15, 4.0M impressions - Chili's 3 for $10 - Take It to Go :15 - 4.8 SEV
Ellen's Greatest Night of Giveaways (NBC), Dec 11, 6.0M impressions - Applebee's Give a Gift Card :15 - 4.4 SEV
Football Night in America (NBC), Dec 15, 13.5M impressions - Olive Garden 2019 Everyday Value - Italian Generosity :30 - 3.8 SEV
The Sound of Music (ABC), Dec 15, 4.0M impressions - Chili's 3 for $10 - Take It to Go :15 - 3.8 SEV
Making It (NBC), Dec 11, 2.8M impressions - Applebee's Give a Gift Card :15 - 3.2 SEV
The Sound of Music (ABC), Dec 15, 4.0M impressions - Olive Garden Season's Hottest Must Haves :15 - 2.3 SEV
Nick Cannon's Hit Viral Videos -- Holidays 2019 (FOX), Dec 16, 1.8M impressions - Olive Garden Season's Hottest Must Haves :15 - 1.9 SEV
Saturday Night Live (NBC), Dec 14, 2.3M impressions
Top 10 QSR/fast-casual network primetime TV ads of the week |
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- Starbucks Adventures of Dot - Look Who’s Home for the Holidays :15 - 10.6 SEV
Survivor (CBS), Dec 11, 6.8M impressions - Taco Bell Rolled Chicken Tacos - Sunset Heart Hands :15 - 10.2 SEV
The OT (FOX), Dec 15, 12.1M impressions - KFC Carolers :15 - 8.4 SEV
The OT (FOX), Dec 15, 12.1M impressions - Domino's Pizza Delivery Insurance :30 - 8.2 SEV
Penn & Teller: Fool Us (CW), Dec 16, 0.8M impressions - Taco Bell Rolled Chicken Tacos - Sunset Heart Hands :15 - 7.9 SEV
Bless This Mess (ABC), Dec 10, 3.6M impressions - McDonalds Holiday Shopping :30 - 7.2 SEV
Ellen's Greatest Night of Giveaways (NBC), Dec 12, 5.9M impressions - KFC Carolers :15 - 7.2 SEV
S.W.A.T. (CBS), Dec 11, 4.8M impressions - McDonalds Holiday Shopping :30 - 7.2 SEV
The Voice (NBC), Dec 10, 8.3M impressions - Starbucks Moment of Merry :15 - 6.0 SEV
Mom (CBS), Dec 12, 6.3M impressions - Starbucks Adventures of Dot - Look Who’s Home for the Holidays :15 - 5.7 SEV
The Sound of Music (ABC), Dec 15, 4.0M impressions
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| Source: EDO |
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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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