In an era where marketing budgets are under pressure and consumer habits are rapidly shifting, Quick-Service Restaurant (QSR) brands are re-evaluating their approach to traditional advertising. A new study by TV outcomes company EDO reveals that impression quality — not just volume — is the key to unlocking stronger campaign performance.
By analyzing over two years of data from five major QSR brands — McDonald’s, Burger King, Wendy’s, Sonic, and Carl’s Jr. — EDO demonstrates how advertisers can drive significantly better results without increasing spend. The secret lies in prioritizing consumer engagement rather than just reach.
The Pitfall of Treating TV as a Commodity
Many QSR brands continue to invest heavily in TV advertising, relying on its broad reach to drive foot traffic. However, EDO’s research warns that focusing solely on reach leaves value on the table.
- Reach without engagement is inefficient: The data shows that a 1% increase in consumer engagement delivers six times more web traffic than a similar increase in impressions alone.
- Traditional TV ad planning overlooks the predictive power of engagement metrics, which can directly correlate with sales outcomes.
“Impression quality becomes the key to driving smarter allocation decisions and ensuring stronger returns,” says Laura Grover, SVP at EDO.
Why Impression Quality Matters More Than Ever
The Value Meal Effect
- During times of economic uncertainty, value-focused campaigns — like meal deals — are resonating deeply with price-conscious consumers.
- Advertisers who leverage engagement-focused strategies see better performance, even without expanding budgets.
TV as a Catalyst for Omnichannel Performance
- When a QSR TV ad airs, website traffic increases by an average of 11.5% over baseline.
- Even more impressive is TV’s amplification of other digital channels:
- Display ad traffic increases by 82%
- Social media-driven traffic rises by 62%
- Referral traffic improves by 27%
From Measurement Challenge to Optimization Opportunity
TV advertising has long been difficult to measure compared to digital. But EDO is bridging this gap by using minute-by-minute TV airing data and matching it to real-time consumer behavior — like search activity and site visits.
This data-driven approach enables QSR advertisers to treat TV more like digital, optimizing in near real-time based on engagement levels.
Case in Point
A previous EDO case study found that one top QSR brand achieved 3X greater lift in ad-driven engagement by optimizing for both reach and outcomes — rather than reach alone.
Key Takeaways from EDO’s QSR Research
- Impression quality = smarter performance: Brands that prioritize engagement can double their web traffic without spending more.
- Better allocation drives better ROI: Reallocating toward higher-engagement spots led to an average 117% lift in TV-attributed site visits.
- Brand-level impact is substantial: For example, McDonald’s could see a +106% increase in TV-attributed site visits through a smarter media mix.
- TV powers the full digital funnel: Traditional broadcast is no longer a silo — it amplifies all channels when executed with quality in mind.
As QSR brands prepare for a competitive summer, the focus should shift from buying more media to buying smarter media. With tools like EDO’s outcome-based measurement, brands no longer have to rely on reach alone. By prioritizing impression quality and real engagement, QSR advertisers can maximize return on every dollar, outpace competitors, and reinforce their digital strategies — all without increasing ad spend.
