Food delivery service brands have been a consistent presence on TV in recent years, as consumers have changed the way they dine out and shop for groceries. And even after the return to in-person dining in 2021, many food delivery service brands have stayed the course with TV advertising through the first two months of 2023.<\/p>\n\n\n\n
iSpot data shows there have already been nearly 10 billion household TV ad impressions served for food delivery service brands in Q1 2023 through February. March is poised to be busy as well, as fans and brands get ready for The Big Dance.<\/p>\n\n\n\n
Live sports are always a significant part of food delivery\u2019s TV ad approach. NBA, NFL and college football games were among the top five programs for impression deliveries in January and February. Men\u2019s college basketball was No. 8 \u2013 and that\u2019s before March Madness even started.<\/p>\n\n\n\n
For Q1 so far, Instacart<\/strong> has been the most-seen brand by share of food delivery service household TV ad impressions, with nearly 25%. DoorDash<\/strong> is No. 2 at over 17%, while HelloFresh<\/strong> is No. 3 at 11.49%.<\/p>\n\n\n\n In terms of creative impact, Goldbelly<\/strong> is leading the industry with a Likeability Score 13% above the norm for \u201cValentine\u2019s Day: Romantic Food<\/a>.\u201d The online marketplace has edged out Daily Harvest\u2019s <\/strong>\u201cFarmers and Chefs<\/a>\u201d (6% more likeable than the norm) and Uber One\u2019s <\/strong>Super Bowl spot \u201cDiddy Don\u2019t Do Jingles<\/a>\u201d (4% more likeable) among new food delivery spots in Q1.<\/p>\n\n\n\n Check out this infographic that breaks down the first two months of 2023 for the industry:<\/p>\n\n\n\n