Dairy Queen most effective QSR TV advertiser in 2011


Ace Metrix, a television ad effectiveness researcher which provides data on the creative lifecycle of campaigns, revealed that Dairy Queen (which has broken seven new ads this year), has been the most effective quick-service restaurant (QSR) TV advertiser YTD with an average Ace Score of 618 (compared to an industry average of 578). Subway, which has launched more new ads (19) than any other QSR this year, had the most successful single ad (Ace Score of 655), which touted the hazards of eating “greasy fast foods.”

“It’s interesting to see Dairy Queen beat the behemoths, including McDonald’s, which has just recently reintroduced Ronald McDonald for the first time since last year,” said Peter Daboll, CEO of Ace Metrix. “Subway’s frequency of new ads and commitment to creative messaging this year has also clearly paid off, as four of its ads were among the Top 10 most effective ads YTD, along with four from Dairy Queen, one from Wendy’s and one from Baskin Robbins.”

Subway’s Ace scores have moved from a low of 470 in October to consistently above 600 in recent months. 

Most Effective QSR Advertisers, 2011 YTD**


      Product       Number of Ads       Avg. Ace Score*
1       Dairy Queen       7       618
2       Wendy’s       5       610
3       Baskin Robbins       3       599
4       KFC       5       594
5       Subway       19       594
6       Burger King       3       593
7       Popeye’s       2       591
8       Chick-fil-a       1       589
9       Taco Bell       6       579
10       Sonic       6       578
        OVERALL CATEGORY NORM               578
11       McDonald’s       16       577
12       Quizno’s       1       575
13       Jack in the Box       2       569
14       Arby’s       3       554
14       Dunkin’ Donuts       3       525
16       Starbucks Coffee       3       490
17       Long John Silver’s       6       470

Most Effective QSR Ads, 2011 YTD**

Rank           Product           Ad Message           Ace Score*
1           Subway           Greasy Fast Foods           655


          People Stand In Carton And Try Fries           648
2           Dairy Queen           Not Just Bunnies           648
4           Dairy Queen           Bubbles With Kittens In Them           643
5           Dairy Queen           DQ Soft Serve Mother’s Day           633
6           Subway           Training Days           628
7           Dairy Queen           Man Fences His Future Self           619
7           Baskin Robbins           Man Whispers into Baby Monitor           619
7           Subway           Clocks Announce Breakfast           619
10           Subway           Double Bacon Egg & Cheese New $5 Footlong           618

*Definition: Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience. The results are presented on a scale of 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc.

** Does not include pizza ads