Domino’s dominated quick-service TV advertising during the start of 2020, grabbing four of the top five spots in a ranking of limited-service-chain commercials by their effectiveness from New Year’s Eve through Jan. 6. All four of the spots touted value, as did each of the ads that finished in the top 10 on the listing from EDO, a marketing measurement and analytics company that provides the weekly list under a partnership with Restaurant Business.
The commercials spotlighted deals ranging from Taco Bell’s offer of a Double Stacked Taco for $1 to Domino’s promotion of $7.99 pizzas made with any of the chain’s five types of crusts. Together, the two chains’ bargain offers accounted for seven of the top 10 airings. McDonald’s commercials for its 2 for $5 Mix and Match Deal and spots for Wendy’s 4 for $4 offer rounded out the top-performing group.
Full-service chains, meanwhile, stepped up their TV advertising in an apparent effort to reach price-conscious holiday revelers. Applebee’s, for instance, increased its impressions by 500%, according to EDO.
The Dine Brands Global holding and Olive Garden accounted for all 10 of the top spots on the full-service ranking with ads pushing new menu options: unlimited boneless wings for Applebee's and new pastas and lunch choices for Darden Restaurants’ Italian brand.
EDO uses a proprietary measure called Search Engagement Volume (SEV) to gauge effectiveness. The calculation correlates the airing of a commercial to changes in online searches for the brand’s websites under the assumption that the activity is a first step toward a purchase.
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