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.
SEV = Search engagement volume
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