Restaurants Served Up 5 of May’s Top 10 CTV Ads by Breakthrough
Buffalo Wild Wings wins with a CTV ad that performed 17% above the norm for ad breakthrough, per MarketCast's May analysis.
In TV advertising, reach alone isn’t enough — even if an ad is seen by millions, its impact is limited if viewers don’t remember which brand it was for or what product it featured. Every month, market research firm MarketCast analyzes the CTV ads that made the strongest impact with audiences. The ranking, based on ad breakthrough — how well viewers remembered the ad and correctly linked it to the brand — highlights which advertisers are most effectively driving message retention.
In May, quick-serve and casual restaurants served up some of the most notable CTV ads, accounting for five of the top ten.
- Buffalo Wild Wings’ “Boat - Truckloads” takes first place, scoring 17% above May’s norm. This spot has strong, on-brand visuals — plates upon plates of, yes, wings — and promotes an all-you-can-eat offer.
- Other restaurant ads breaking through with audiences in May included Burger King (No. 2, +16% above norm), Olive Garden (No. 5, +12%), Arby’s (No. 7, +11%) and McDonald’s (No. 8, +11% and No. 9, +10%).
- As you’d probably expect, all of these commercials harness vibrant visuals of food to entice viewers’ appetites. Arby’s also stands out with its ad featuring Cedric the Entertainer and Anthony Anderson, while Olive Garden hypes its new delivery service.
- Also of note: Corona became the first beer brand to reach the top 10, landing at No. 3 with +15% breakthrough.
