QSR CTV Ad Impressions Up 11%; McDonald's, Chick-fil-A Lead Spend
Connected TV (CTV) ad impressions for Quick Service Restaurants (QSR) increased by 11% from Q1 2025 to Q1 2026, with McDonald's and Chick-fil-A leading in impressions. This growth reflects brands shifting advertising spend to streaming platforms to reach target audiences. Chicken chains, in particular, saw a 310% rise in CTV impressions during the period.
Key Takeaways
- QSR broadcast commercial airings remained flat at 1.9 million from Q1 2025 to Q1 2026, while CTV impressions rose 11%.
- McDonald's led national QSRs with 3.1 billion CTV impressions, followed by Chick-fil-A (2.7B) and Arby's (2.4B).
- Regional leader Zaxby's registered 607 million CTV impressions, with Whataburger at 333 million.
- Chicken chain CTV impressions surged 310%, from 1.1 billion in Q1 2025 to 4.1 billion in Q1 2026.
- Dunkin' closed the CTV impression gap with Starbucks, posting 612 million versus Starbucks' 671 million.
Why It Matters
QSR ad spend is actively migrating to CTV, indicating brands are following audience shifts to streaming platforms. The substantial 310% growth in chicken chain CTV impressions highlights specific category adoption, suggesting tailored digital strategies are gaining traction. This move reflects a balancing act where traditional TV spend is maintained while CTV gains share, allowing QSRs to maximize reach. Monitor quarterly reports for continued CTV budget allocation increases across additional QSR sub-categories, particularly for regional players looking to scale their digital ad presence.
Read full article at mediapost.com
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