Starbucks’ paid ad campaigns are the top paid share-of-voice, defined by the percentage of sponsored impressions on social media, according to a study by BrandTotal, a social competitive intelligence and brand analytics platform.
BrandTotal analyzed paid social media ad campaigns by 25 leading QSR brands, including Burger King, Chipotle, Taco Bell, Starbucks, McDonald’s, Wendy’s, KFC, Dunkin’, Domino’s, and Chick-fil-A across Facebook, Instagram, YouTube, Twitter and LinkedIn. In total, nearly 4,800 paid social campaigns were analyzed over a 90-day period, according to a press release.
Starbucks won SOV with 12% paid SOV, compared to 10% for Wendy’s and 8% for Arby’s.
“Starbucks is spending considerable dollars and outpacing their rivals,” Alon Leibovich, CEO and co-founder, BrandTotal, said in the press release.
Starbucks also dominated on ad engagement, with 1.6 million interactions over the period. Meanwhile, Domino’s and McDonald’s beat Taco Bell and Chipotle for engagement, despite fewer paid impressions.
Overall, Gen Z was a key focus for the QSR industry, with more than half, 59%, of its ad impressions targeting that demographic (18 to 24 years old). Meanwhile, 33% targeted those ages 25 to 44, with just 8% targeting those 45 years old and up. KFC and Zaxby’s were the most likely to advertise to Gen Z, as three-quarters of their ad impressions targeted that audience on social. Alternatively, Hardee’s (2%) and Carl’s Jr. (13%) were the least likely to go after Gen Z.
“Gen Z’s love of convenience, value and variety make them an attractive audience for QSR brands,” said Leibovich in the release. “With their spending power also exceeding millennials, Gen Z should be a cornerstone for all QSR marketers.”
Twitter was the most popular social media platform for QSR brands social ad budgets with 39% of all ad impressions, followed by YouTube (33%), Facebook (15%), and Instagram (13%).
Twitter was especially popular with Chipotle (90% of all social impressions), Papa Johns (87%) and Jack in the Box (86%), while Taco Bell (92%), KFC (85%) and Zaxby’s (83%) were the top-three on YouTube. On Facebook, the top three advertisers were Hardee’s (93%), Domino’s (63%) and Carl’s Jr. (61%). The top-three on Instagram were Jimmy John’s (55%), Carl’s Jr. (39%) and Domino’s (36%).
“Facebook was most popular among QSR brands, like Hardee’s and Carl’s Jr., that targeted older audiences,” said Leibovich. “Gen Z-focused brands focused on YouTube.”