Tunad study shows that McDonald’s, iFood and Burger King lead in searches and advertising investments on TV
Tunad published a study that showed the strong advertising presence on TV in the fast food and food and beverage delivery sector, with emphasis on brands such as McDonald’s, iFood and Burger King.
The increase in online searches reflected consumer interest in campaigns. Investment in television advertising may indicate the commitment of these brands to mass visibility. The survey sought to reveal how these marketing strategies convert into Share of Search and can affect the market share of these companies.
From August 1st to October 31st, the brands monitored totaled 14.7 million searches, with McDonald’s leading the ranking (6.7 million searches), 45.9% of the total. Next, iFood had 4.5 million searches (30.2%) and Burger King 2.5 million (17.5%). Other brands, such as Zé Delivery, Rappi, Aiqfome and Daki, also registered notable volumes of interest.
Also according to the study, the segment allocated an estimated total of R$61.7 million to TV advertising over the three-month period, with Rede Globo capturing the majority of this investment, 63.08%. Rede Record, SBT and Bandeirantes also received part of the investment, while channels such as FX, Band News, SporTV, Disney Channel and Fox/Star received less than 1%.
McDonald’s appeared as the largest advertiser, 45.0% of the total invested by the sector. Burger King and iFood also presented significant investments, 27.6% and 20.0%, respectively. Other brands, such as Zé Delivery and Rappi, allocated smaller funds, with shares of less than 5%.
“Once again, we see that brands that are consistently in the media are the ones that best build awareness and, as a consequence, are more considered in a purchasing decision. Each category has its particularities, especially regarding the time it takes for a share of We seek to converge with Market Share, but this occurs in 84% of studies carried out by Tunad and other companies abroad, even in CPG”, says Ricardo Monteiro, COO of Tunad.
