New research combines EDO’s TV outcomes data and Affinity’s Fansactions™ to reveal that creative quality, strategic sports buys, and DMA optimization drive higher QSR TV ROI
EDO, the TV outcomes company, and Affinity Solutions, the leading consumer purchase insights company, have released an analysis exploring the real-world sales impact of TV advertising for Quick-Service Restaurant (QSR) brands – challenging assumptions about media weight and the role of live sports in the media mix.
The report finds that creative quality has three times the impact on in-store sales as ad frequency, and nearly eight times the impact on online conversions. Limited Time Offers (LTOs), meanwhile, drive 15 times stronger performance online than in-store, highlighting the importance of tailoring creative strategy to the intended outcome.
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Powered by Affinity Solutions’ Fansactions™, the research links 126 million linear TV ad airings to 86 billion consumer transactions, uncovering how creative quality, geographic targeting, and strategic live sports placements can measurably increase QSR advertisers’ return on investment.
“QSR brands spend millions on TV, yet often lack visibility into what actually drives customer action,” said Laura Grover, SVP, Head of Client Solutions at EDO. “This research brings much-needed clarity to the category, showing that measurable outcomes — not just reach or frequency — should guide media planning, creative strategy, and effective DMA targeting.”
When it comes to live sports, the research encourages advertisers to focus on efficiency, maintain CPM discipline, and consider underutilized sports placements that may deliver a stronger ROI.
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“QSR marketers often invest broadly in live sports, but our analysis with EDO shows the benefits of a discriminating approach to these premium media environments,” added Damian Garbaccio, Chief Commercial and Marketing Officer at Affinity Solutions. “With Fansactions™, brands now have real-time insight into how their media investments drive transactions, enabling them to better understand how they can best optimize live sports and other premium TV investments.”
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Source – Businesswire
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