Fast food and quick-service restaurant (QSR) ads performed well with Millennials (18-33) last year, says Nielsen in a review of the most memorable English- language ads among this demographic, according to Nielsen.
Wendy’s spot, “Pretzel Bacon Cheeseburger Be With You Song” emerged as the leader with a brand memorability index of 338, meaning that it was 3.38 times more likely to be remembered and associated with the right brand among Millennials than the typical ad.
The study also notes that food ads comprised of either of the top 10 ads among African-American Millennials and nine of the top 10 among Hispanic Millennials, though they didn’t have quite the same appeal among Asian-Americans of this age, who only placed three in their top 10.
Overall, humorous ads and those that “touted an own able campaign concept” appeared to be the most memorable.
Among advertising categories, QSRs were second in ad spend through the first three quarters of the year with $3.4 billion ad buys, though that trailed the automotive category ($8.4 billion) by a significant amount.