The Wall Street Journal
By Nathalie Tadena
Millennials deem Baskin Robbins ads to be among the most effective for fast food restaurant brands, according to data from research firm Ace Metrix.
Fast food restaurants like Pizza Hut, Taco Bell and Subway are big ad spenders. Ad research firm Kantar Media estimates the fast food sector spent $3.7 billion on traditional media and online display advertising last year. Fast food restaurants represented the second-fastest growing category among the sectors that Kantar Media tracked from 2012 to the first half of 2014.
Baskin Robbins, however, may be the most effective advertiser in its category. Three ads from the ice cream brand landed in millennials’ list of top five most effective quick service ads for this year, according to Ace Metrix, which measures ad effectiveness based on viewer reaction to national TV ads, as seen below. Each ad is tested by a panel of more than 500 people that are representative of the U.S. census based on age, gender and income.
1. Baskin Robbins’ “Online Ordering”
2. Pizza Hut’s “Ultimate Hershey’s Chocolate Chip Cookie”
3. Baskin Robbins’ “Celebrate 31″
4. Baskin Robbins’ “Endless Variety”
5. Taco Bell’s “Gateway Breakfast”
