McDonald’s Served Over 295 Million Online Display Ads in March, According to comScore Ad Metrix

McDonald’s Ranks as Heaviest U.S. Online Display Advertiser among Quick Serve Restaurants

RESTON, Va., June 11 /PRNewswire-FirstCall/ — comScore, Inc. (NASDAQ:SCOR) , a leader in measuring the digital world, today released a study based on data from the comScore Ad Metrix service that analyzes online display advertising by quick-serve restaurants (QSRs) in March 2008, revealing that McDonald’s ranked as the top online display advertiser in the United States with more than 295 million ads delivered during the month.


comScore Ad Metrix provides detailed reporting of the number and types of online display ads viewed by Internet users for the U.S. market. The syndicated service measures the number of times each advertiser’s ads are viewed and where they are viewed, the demographics of those exposed to the ads, the reach and frequency of an advertiser’s campaign, and provides samples of the creative ad units with information on ad sizes.

McDonald’s Captures 34 Percent Share of Voice among Top 10 QSR Advertisers

McDonald’s delivered more than 295 million display ad views (34 percent share of voice) in March, reaching 52 million Internet users an average of 5.7 times during the month. Quizno’s ranked second with 11.1 percent share of voice, followed by KFC (9.6 percent) and Papa John’s (9.3 percent).

  Top QSR Advertisers* by Total Display Ad Views
March 2008
Total U.S. - Home/Work/University Locations
Source: comScore Ad Metrix

Advertiser Total Display Share of Ad-Exposed Average
Ad Views (000) Advertising Unique Frequency
Voice* Visitors (000)

McDonald's 295,884 33.6% 51,897 5.7 98,041 11.1% 16,390 6.0 84,974 9.6% 12,620 6.7 82,298 9.3% 17,115 4.8
Subway 78,150 8.9% 15,478 5.0
Dunkin' Brands, Inc. 71,713 8.1% 23,240 3.1 60,327 6.8% 15,366 3.9 45,064 5.1% 7,070 6.4
Wendy's International 43,344 4.9% 11,280 3.8
Burger King 21,493 2.4% 3,494 6.2

* Excludes QSRs where beverages are the primary menu item
** Share of advertising voice among Top 10 online advertisers in the

Pizza Hut's Share of Site Visits Outpaces Online Advertising

To provide some dimension to the share of voice ranking, the study also looked at the share of visits to the Web sites of each of the top 10 restaurant companies to see if there is any relationship with the share of voice. It appears that there is little relation between the two metrics, since site traffic seems to be more heavily influenced by televised promotions and online ordering functionality at a few of the companies. For example,, whose online advertisements promote online ordering for home delivery or in-store pick up, has a disproportionately high share of site traffic (23.3 percent) relative to its share of online advertising voice (6.8 percent).

  Top QSR Advertisers: Share of Voice Vs. Share of Traffic
March 2008
Total U.S. - Home/Work/University Locations
Source: comScore Ad Metrix

Advertiser Share of Online Share of Site Index*
Advertising Visits

McDonald's 33.6% 15.5% 46 11.1% 3.3% 30 9.6% 8.1% 84 9.3% 11.3% 122
Subway 8.9% 10.9% 122
Dunkin' Brands, Inc. 8.1% 17.6% 217 6.8% 23.3% 343 5.1% 2.3% 45
Wendy's International 4.9% 3.6% 73
Burger King 2.4% 4.1% 171

* Index = share of site visits/share of advertising voice x 100; Index of
100 represents parity

Online Represents Substantial Opportunity for QSR Advertisers Despite McDonald’s position as one of the top U.S. advertisers (#16 in 2006, according to Ad Age), in terms of overall dollars spent on advertising, the company ranked just #113 in terms of the total number of online display ads delivered in March 2008, according to comScore Ad Metrix.

“It’s clear that that the quick-serve restaurant industry has been slower than many other industries to move its advertising dollars online,” said comScore Chairman Gian Fulgoni. “But, given the Internet’s broad reach and ability to selectively reach consumer segments, its potential as a brand-building advertising medium is beginning to attract more attention. The reality is that while most working Americans do not watch TV during the day and therefore cannot be reached via this medium, many do use computers during this daypart. For the working population, online advertising is a highly effective way to put one’s QSR brand top of mind with the consumer in the hours and minutes before they decide where to eat lunch.”

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Source: comScore, Inc.