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.
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.
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