iSpot, the cross-platform TV ad measurement company, has released the company’s Quick Serve Restaurant (QSR) Outcomes Ranker, offering a look at the top-performing QSR creatives, genres, and dayparts on linear TV in the US from Q1 2025 from top QSR brands including Burger King, Subway, Starbucks and more.

A great ad can spark a craving, but only the right combination of creative and media turns that craving into a sale-related response states iSpot- especially in a category where 70.5 per cent of US households visited a QSR in Q1. iSpot’s QSR Outcomes Ranker – which looked beyond sports despite that genre accounting for 65 per cent of spend and 31 per cent of reach in Q1 — showcases what’s driving measurable impact across the QSR category, and where opportunities lie to sharpen strategies.

The report shows that high-performing campaigns share key traits including, emotionally resonant creative, strong product visuals, and strategic placement in lift-driving genres and dayparts like early mornings and overnights. The result of these campaigns is over 11.6 million incremental visits and measurable returns on media investment.

“As consumers and brands are faced with economic uncertainty, it’s more important than ever for QSR brands to ensure that their media investment is driving measurable outcomes,” commented Mark Myers, Chief Commercial Officer, iSpot. “iSpot’s QSR Outcomes Ranker shows brands the winning media strategy to drive foot traffic and help drive ROI.”

Coffee chain Starbucks led the ‘Foot Traffic Lift’ rankings in Q1, with a 340.5 per cent lift, according to the findings.

Further key findings from iSpot on Q1 2025 from the top 10 most seen-QSR brands: 

• Tried and True Creatives Pay Off: Among the top 10 QSR ads by foot traffic lift, only two were new to market—Popeyes’ Eight Bold Louisiana Flavours and Wendy’s Bestie Bootcamp – underscoring the lasting impact well-executed creative can have on driving foot traffic over time.

• Consumer/DIY is Top Genre: Beyond the obvious genre, sports, Consumer/DIY led in percentage change in consumer response caused by exposure to an ad campaign (56 per cent), followed by Miniseries (42 per cent), Music (42 per cent) and Animal/Nature/Outdoor (36 per cent).

• Early Bird Gets the Worm: For top dayparts, Early Morning (Mon-Fri, 6am – 10am) led with 26.2 per cent, followed by Overnight (Mon to Sat, 2am – 6am) at 24 per cent and Primetime close behind at 23.97 per cent (Sunday 7pm – 11pm).

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Categories: Advertising, Articles, Broadcast, Consumer Behaviour, Research

Tags: advertising, iSpot, qsr