While streaming offers advertisers another way to engage with consumers, some fare better with streaming ads than others, and especially when compared to traditional linear TV ads. In the world of Quick-Service Restaurant (QSR) brands, streaming seemed particularly beneficial for McDonald’s in the first quarter.
The fast-food chain saw 66% higher engagement with its streaming ads than it did with linear TV ads in Q1 2024, according to EOD’s first quarterly QSR Convergent TV Outcomes Report. McDonald’s wasn’t alone either, with Starbucks, Chick-fil-A, Carl’s Jr. and Zaxby’s Restaurant all also seeing increases in streaming ad effectiveness compared to their own linear TV ad performance in Q1.
However, the data also suggests that linear TV ads were more effective overall during the first quarter of the year. For example, linear TV ads proved 5% more effective when it came to generating ad-driven brand searches, website visits, and other consumer engagements. In addition, 83% of QSR ad exposures in the first quarter were on linear TV.
In terms of streaming ad effectiveness by demographic, men 65 and over proved the most engaged while women aged 25-34 proved the least engaged, according to the report.
In terms of location, TV viewers in Kansas appeared to be the most engaged, with QSR ads on Convergent TV in Kansas 20% more effective (compared to the U.S. national average) in Q1. Other locations where Convergent TV ads generated higher effectiveness than the U.S. average included California (+18%), Tennessee (+17%), Arkansas (+9%), and Connecticut (+9%).
Start the conversation