Burger King Pushes Value In TV's Most-Seen Ad

As economic pressures ramp up for consumers, some brands are responding with tariff-related price increases – while others are addressing the stress with price- and value-focused messaging. Among quick-serve brands, Burger King has seemingly led the way with ads leaning into deals and lower prices.

• According to iSpot data, Burger King's "Step Up To the Plate" is the most-seen ad on TV over the last 30 days, with 1.50 billion household TV ad impressions (0.27% of the total and about 140 million more than the next most-seen ad).
• iSpot Creative Assessment data also shows the ad finding success with consumers by brand recognition (91% vs. an industry norm of 81% in the last 90 days) and registering value, which was the top emotion for the ad along with "yummy" and "funny."
• Burger King has focused on the NBA for ad placements (9.1% of TV ad reach), but syndicated programming like NCIS (3.1% of ad impressions), The Big Bang Theory (2.7%) and Everybody Loves Raymond (2.3%) have also provided significant exposure at lower price points.

Learn more about how iSpot quantifies TV ad performance for QSR brands in their recent outcomes ranker.