QSR chains target more narrow audiences with local ad spending

QSR chains target more narrow audiences with local ad spending

With overall ad spending this year by national restaurant chains basically flat, quick-service operators are diversifying their spending on more narrowly targeted buys by devoting a larger percentage of their budgets to spot TV than do casual-dining chains, according to TNS Media Intelligence.

Restaurant ad spending rose 0.8 percent during the first half of 2007, compared with the same period last year, reaching $2.68 billion. Spending is estimated to reach $4.83 billion by the end of

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