Starbucks Dominates Streaming Ads For Coffee Brands

Given the ability to target specific (and local) consumers via streaming, it's a popular place for quick-serve advertising. And even as Chick-fil-A seems to dominate the overall QSR category in terms of streaming footprint, Starbucks jumps above the competition when it comes to the coffee side of QSR – as streaming data from iSpot highlights.

• From Jan. 1-April 30 of this year, Starbucks is No. 3 overall by QSR streaming competitive share of voice, at 8.40%, and is head-to-head, Starbucks accounts for nearly 80% of coffee streaming ad SOV versus direct competitors in the space like Dunkin and Tim Horton's.
• Other would-be coffee competitors haven't focused as much on coffee ads this year (on linear or streaming) either; with brands like McDonald's and Panera Bread putting greater focus on food items since Jan. 1.
• Starbucks has utilized a variety of spots on streaming, but two stand above the pack, in particular: "Ready" (promoting its new Iced Lavender Matcha product) and "My Name," which speaks to the brand's easy availability to-go.

Starbucks also found QSR's highest foot traffic lift in Q1, with "We're On Summertime: Shake It." Read more about how Starbucks and other QSR brands used effective creatives to power TV ad outcomes in iSpot's recent report.