2023 in Review: QSR TV Transparency Report

Quick Service Restaurants served up a mouthwatering $1.76 billion in estimated national TV ad spend in 2023. Despite the category’s large size, only 20 brands accounted for the vast majority of that spend. The rest of the field focused on regional, local and/or streaming-only ads, with streaming presenting new opportunities for more QSR brands to get onto the biggest screen in the house. 

Which brands were the year’s MVPs of the living room? How did the heavyweights of QSR respond to more national airings of college football games in 2023?  What strategies did independent and regional brands use to compete for attention? 

Get the 2023 QSR TV Transparency Report from iSpot to learn more about the campaigns, creatives, and content that set the course for the category, and sink your teeth into exclusive data to whet your appetite for the year ahead. 

QSR 2023 Year In Review highlights include:

• As more QSR brands are reaching TV audiences in the streaming era, only 20 made up 99% of estimated national TV ad spend for the category.
• Zaxby’s broke into the top 25 overall QSR brands in 2023, without airing on national TV.
• Burger King captured six of the top 15 TV ads, by impressions, setting the pace for the category.