New advertising is on the menu at casual dining restaurants
Who’s on Top? – July 10 - 16, 2017
Advertisers spent $99 million on national TV during the week of July 10th to air new creative, an increase of 30 percent from the prior week. These expenditures came for 493 different marketers. Total ad expenditures on national TV also increased this week, reaching $832 million – a $9 million gain.
Casual dining restaurants Applebee’s and Red Lobster each spent nearly all of their national TV budget on new creative. Together they were responsible for 99 percent of new creative expenditures for the casual dining category.
Applebee’s spent $3.1 million on national TV this week to introduce its new “Topped and Loaded” menu. The offer gives customers the opportunity to customize their entrees by choosing from a variety of options. The campaign launched on July 10 and has been using a mix of national and local TV, along with digital channels including online video, internet display, mobile web and mobile app.
Red Lobster brought back its annual “crabfest,” and similar to Applebee’s, launched the event on July 10th. The seafood restaurant spent $3 million this week on national TV to support the promotion, while also airing ads on local TV and through a mix of digital channels including online video, internet display and mobile app.
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