Baskin-Robbins and LongHorn Steakhouse had the most effective television ads in 2014 in the quick-service and casual-dining categories, respectively, according to a study released Wednesday by marketing analytics firm Ace Metrix.
Named “Brands of the Year” in their respective segments among 20 video advertising categories, the ads for both Baskin-Robbins and LongHorn Steakhouse tapped into consumers’ “sense of desire,” Ace Metrix said.
That’s no surprise for a restaurant chain, said Peter Daboll, chief executive of Ace Metrix.
“In the industry, it’s known as food porn. You’re seeing delicious food and people respond to it,” Daboll said. “But there’s also relevancy beyond food and the additional component of information. They’re communicating something new or a new product.”
The Mountain View, Calif.-based firm bases the ranking on average Ace Scores, which are developed with surveys that measure consumer response to commercials, evaluating various attributes such as persuasion, likeability, relevance, information, attention, change, desire and watchability. Each ad is scored by a panel of more than 500 consumers, balanced by age, gender and income.
The Brand of the Year ranking considers only ads that air nationally. To qualify, brands must have debuted five or more unique pieces of creative within a category.
Baskin-Robbins and LongHorn Steakhouse led their respective categories for the second consecutive year.
Baskin-Robbins improved on its winning 2013 score by 15 percent in 2014, with ads that were only 15 seconds long, highlighting its variety of ice creams, beverages and cakes.
The chain’s average Ace Score was 681 for the year. Its top ad, “Endless Variety,” earned an Ace Score of 699, which was 22 percent higher than the quick-service average.
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With about 7,400 units worldwide, Baskin-Robbins is franchised by Canton, Mass.-based Dunkin’ Brands Group Inc.
Rounding out the top five leaders in the quick-service category — which also included fast-casual brands -- were Dairy Queen, with an average Ace Score of 611; Pizza Hut, with 610; Taco Bell, with 607 and Panera Bread, with 600.
Within casual dining, LongHorn Steakhouse ranked highest, with ads that highlighted its “You Can’t Fake Steak” tagline and a focus on food, as well as menu news and deals.
Averaging Ace Scores of 656 for the year, the top ad was LongHorn’s “Summer Taste” spot, featuring its Hawaiian Ribeye and Lobster Chops, as well as a quick mention of lunch burger combination meals starting at $7.99. The ad scored 714, compared with the casual-dining industry average of 618.
LongHorn Steakhouse has more than 445 units and is in the portfolio of Orlando, Fla.-based Darden Restaurants Inc.
Other top-performing brands in the casual-dining category included Darden sister brand Olive Garden, which trailed LongHorn Steakhouse by one point, with an average Ace Score of 655. Outback Steakhouse ranked third, with an average score of 647; followed by IHOP, with 645; and TGI Fridays, with 641.
Other brands also fared well among the various categories watched by Ace Metrix. In the category that looked at ads for nonalcoholic beverages, Dunkin’ Donuts — Baskin-Robbins’ sister brand — and Starbucks were among the top five brands. Both, however, were beat by category winner, Snapple.
Contact Lisa Jennings at [email protected].
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