Ranking by total advertising spending in 2012
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1 F a s tf o o d Ma r ke t i ng Ra nki ngt a bl e s
2 Advertising spending Ranking Table 5 Ranking by total advertising spending in 2012 Includes total spending in all measured media for the 25 fast food restaurants with the most advertising spending on national TV in Total advertising spending* ($ million) 2012 advertising spending by medium ($ million) Rank Restaurant Change TV TV % of total Radio Outdoor Internet 1 McDonald s $901.1 $ % $ % $86.3 $88.2 $6.6 2 Subway $427.6 $ % $ % $33.8 $12.0 $ Taco Bell $247.1 $ % $ % $17.5 $6.3 $0.7 4 Wendy s $282.4 $ % $ % $14.2 $7.6 $1.6 5 KFC $271.0 $ % $ % $0.1 $1.0 $3.0 6 Pizza Hut $221.9 $ % $ % $0.4 $0.2 $2.4 7 Burger King $284.9 $ % $ % $6.3 $8.1 $0.7 8 Domino s $181.9 $ % $ % $6.6 $1.3 $5.6 9 Sonic $186.0 $ % $ % $2.8 $4.5 $ Papa John s $142.1 $ % $ % $2.6 $0.4 $ Arby s $130.0 $ % $ % $1.2 $1.6 $ Dunkin Donuts $121.6 $ % $ % $13.0 $8.4 $ Jack in the Box $113.5 $ % $ % $3.1 $6.7 $ Little Caesars $15.7 $ % $ % $5.9 $2.3 $ Dairy Queen $75.5 $75.8 0% $ % $0.2 $1.4 $ Popeyes $58.5 $ % $ % $1.4 $0.6 $ Carl s Jr. $62.5 $62.5 0% $ % $0.6 $3.0 $ Starbucks $28.4 $ % $ % $1.5 $0.3 $ Quiznos $53.5 $ % $ % $0.1 $0.1 $ Hardee s $33.2 $ % $ % $0.8 $2.8 $ Panera Bread $15.9 $ % $ % $7.0 $8.7 $ Chick-fil-A $26.4 $ % $ % $0.1 $7.9 $ Long John Silver s $31.5 $ % $ % $0.0 $0.1 $ Boston Market $4.5 $ % $ % $0.1 $0.0 $ CiCi s Pizza $21.5 $ % $ % $0.0 $0.2 $0.1 All fast food restaurants $4,285.9 $4, % $4, % $226.3 $198.5 $68,448 *Includes spending in 18 different media including television, magazine, internet, radio, newspaper, freestanding insert coupons, and outdoor advertising Source: Nielsen (2009, 2012) Fast Food FACTS
3 Television advertising exposure by children Ranking Table 6 Ranking by ads viewed by children (6-11 years) in 2012 Includes average number of advertisements viewed by children on national (network, cable and syndicated) and local (spot) TV. average # of ads viewed Preschoolers (2-5 years) Children (6-11 years) 2012 targeted ratios Rank Restaurant Change Change Preschooler:adult* Child:adult* 1 McDonald s % % Subway % % Burger King % % Domino s % % Pizza Hut % % Wendy s % % Taco Bell % % KFC % % Sonic % % Little Caesars % % Arby s % % Dairy Queen % % Papa John s % % Popeyes % % Long John Silver s % % Quiznos % % Dunkin Donuts % % CiCi s Pizza % % Carl s Jr % % Jack in the Box % % Hardee s % % Starbucks % % Chick-fil-A % % Panera Bread % % Boston Market % % All fast food restaurants 1, , % 1, , % *Compared to adults (25-49 years) Source: Nielsen (2009, 2012) Fast Food FACTS
4 Television advertising exposure by teens Ranking Table 7 Ranking by ads viewed by teens (12-17 years) in 2012 Includes average number of advertisements viewed by teens in 2009 and 2012 on national (network, cable and syndicated) and local (spot) TV. average # of ads viewed Teens (12-17 years) 2012 targeted ratio Rank Restaurant Change Teen:adult* 1 McDonald s % Subway % Burger King % Taco Bell % Pizza Hut % Wendy s % Domino s % KFC % Sonic % Arby s % Little Caesars % Dairy Queen % Papa John s % Popeyes % Long John Silver s % Quiznos % Dunkin Donuts % CiCi s Pizza % Carl s Jr % Starbucks % Jack in the Box % Hardee s % Panera Bread % Chick-fil-A % Boston Market % 0.38 All fast food restaurants 1, , % 0.80 *Compared to adults (25-49 years) Source: Nielsen (2009,2012) Fast Food FACTS
5 Website exposure Ranking Table 8 Ranking by average total visits per month by all youth (2-17 years) in 2012 Includes data for websites sponsored by the eighteen restaurants in our digital media analysis, plus Papa John s.* average monthly unique visitors (000) Children (2-11 years) Teens (12-17 years) 2012 average (all youth 2-17 years) Visits Minutes Pages # quarters with Rank Restaurant Website Change Change per month per visit per month data available 1 Pizza Hut PizzaHut.com % % McDonald s McDonalds.com % % Domino s Dominos.com % % McDonald s HappyMeal.com % % Papa John s PapaJohns.com ** 13.7 ** Subway Subway.com % % Starbucks Starbucks.com % % McDonald s McState.com % % Taco Bell TacoBell.com % % Burger King BurgerKing.com % % Wendy s Wendys.com % % KFC KFC.com % % Panera Bread PaneraBread.com ** 2.9 ** Chick-fil-A Chick-fil-A.com ** 1.5 ** Arby s Arbys.com ** 0.4 ** Dairy Queen DairyQueen.com % % Dunkin Donuts DunkinDonuts.com % % Little Caesars LittleCaesers.com ** 0.9 ** Jack in the Box JackInTheBox.com ** 1.2 ** Sonic SonicDriveIn.com % % McDonald s PlayAtMcD.com ** 1.4 ** 21.2 *** *** *** 2 22 Subway SubwayKids.com % % CiCi s Pizza CicisPizza.com ** 0.8 ** McDonald s McWorld.com % % McDonald s MeEncanta.com % % McDonald s RMHC.org % % McDonald s 365Black.com 0.3 *** % *** *** *** 2 28 KFC KFCScholars.org % % *** *** *** 2 29 Dunkin Donuts DunkinAtHome.com % % *** *** *** 2 continued Fast Food FACTS
6 Ranking Table 8 average monthly unique visitors (000) 2-11 years years 2012 average (visitors 2-17 years) Visits Minutes Pages # quarters with Rank Restaurant Website Change Change per month per visit per month data available 30 Starbucks MyStarbucksVisit.com % % *** *** *** 3 31 Dairy Queen BlizzardFanClub.com 4.4 *** % *** *** *** 3 32 Sonic LimeadesForLearning.com 1.4 *** % *** *** *** 1 33 Papa John s PapaJohns-Specials.com ** *** ** 0.3 *** *** *** 2 34 Pizza Hut BookItProgram.com 0.5 *** % *** *** *** 2 *Papa John s was added to due to very high youth exposure to its main website **Restaurant was not included in 2009 analysis ***Data not available due to low numbers of visits or site was discontinued Source: comscore Media Metrics Key Measures Report (2009,2012) Fast Food FACTS
7 Display advertising on youth websites Ranking Table 89 Ranking by total average monthly ads viewed on youth websites in 2012 Includes average monthly data for display ads viewed for the eighteen restaurants in our digital media analysis.* average # of monthly ads viewed on youth websites (000) 2012 average # of ads viewed % of ads viewed % of ads viewed per viewer on kids on other % of ads viewed Rank Restaurant Change per month websites youth websites on Facebook 1 Domino s 181, , % 9.6 2% 10% 16% 2 McDonald s 67, , % % 14% 10% 3 Pizza Hut 141, , % 7.2 1% 6% 13% 4 KFC 7, , % 5.5 2% 7% 8% 5 Subway 3, , % 6.4 4% 6% 13% 6 Panera Bread ** 13, % 5% 14% 7 Starbucks 2, , % 4.8 1% 6% 18% 8 Arby s ** 7, % 7% 18% 9 CiCi s Pizza ** 6, % 1% 40% 10 Little Caesars ** 5, % 3% 33% 11 Burger King 13, , % 4.5 8% 9% 13% 12 Jack in the Box ** 2, % 1% 17% 13 Sonic 8, , % 3.7 4% 6% 26% 14 Wendy s 27, , % 3.2 1% 3% 54% 15 Dairy Queen 12, , % 3.4 5% 9% 0% 16 Dunkin Donuts 3, % 5.9 0% 1% 68% 17 Taco Bell 1, % 3.7 0% 1% 37% 18 Chick-fil-A ** % 1% 19% *Comparable to banner ads as reported in 2009 **Restaurant was not included in 2009 analysis Source: comscore Ad Metrix Advertiser Report (2009, 2012) Fast Food FACTS
8 Social media marketing Ranking Table 10 8 Ranking by Facebook likes in 2013 Includes total Facebook likes, Twitter followers, and YouTube upload views for the 18 restaurants in our digital marketing analysis. Facebook likes* (000) Twitter followers (000) YouTube upload views (000) Rank Restaurant Increase Increase Change 1 Starbucks 11, , % , % 5, , % 2 McDonald s 2, , % , % , % 3 Subway 3, , % , % 0.0 1, Taco Bell 1, , % % 2, , % 5 Pizza Hut 1, , % % , % 6 Dunkin Donuts 1, , % % 1, , % 7 Domino s , % % 3, , % 8 KFC 1, , % % , % 9 Dairy Queen 1, , % % , % 10 Chick-fil-A ** 6,959.8 ** ** Burger King 0.0 6, % 12 Wendy s , % % % 13 Arby s ** 2,321.5 ** ** 1, Little Caesars ** 1,526.6 ** 20.0 ** 1, Panera Bread ** 2,184.6 ** ** 1, Sonic , % % % 17 CiCi s Pizza ** 1,096.7 ** 1.6*** ** Jack in the Box ** ** 41.7 ** *Known as fans in 2010 **Restaurant was not included in 2010 analysis ***Account not available for public access Source: Social media analysis (July 2010, 2013) Fast Food FACTS
9 Spanish-language TV advertising exposure Ranking Table 811 Ranking by ads viewed by Hispanic children (6-11 years) in 2012 Includes average number of TV ads viewed by Hispanic preschoolers, children, and teens for all restaurants advertising on Spanish-language TV. average # of ads viewed Hispanic preschoolers (2-5 years) Hispanic children (6-11 years) Hispanic teens (12-17 years) Rank Restaurant Change % change Change 1 McDonald s % % % 2 Burger King % % % 3 Domino s % % % 4 Subway % % % 5 Wendy s % % % 6 Sonic % % % 7 KFC % % % 8 Popeyes % % % 9 Pizza Hut % % % 10 Little Caesars Starbucks Taco Bell Papa John s % % % 14 CiCi s Pizza Jack in the Box % % % All fast food restaurants % % % Source: Nielsen (2009,2012) Fast Food FACTS
10 Ranking Table 12 8 TV advertising exposure by black children and teens Ranking by ads viewed by black teens in 2012 Includes average number of advertisements viewed by black children and teens in 2009 and 2012 on national (network, cable and syndicated) television. Black children (2-11 years) Black teens (12-17 years) average # of ads viewed Targeted ratio: black to white Average # of ads viewed Targeted ratio: black to white Rank Restaurant Change Change McDonald s % % Subway % % Burger King % % Pizza Hut % % Taco Bell % % Wendy s % % Domino s % % KFC % % Sonic % % Little Caesars Popeyes % % Dairy Queen % % Papa John s % % Arby s % % Long John Silver s % % Quiznos % % CiCi s Pizza % % Starbucks % % Dunkin Donuts % % Carl s Jr Hardee s Chick-fil-A % % Panera Bread Boston Market Jack in the Box % % 1.57 All fast food restaurants 1, , % , , % Source: Nielsen (2009, 2012) Fast Food FACTS
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