Fox Corp. Report Shows TV Ads Drive Significant Restaurant Foot Traffic
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Fox Corp. released a report demonstrating that ad campaigns from certain fast-food chains on its broadcast network drove foot traffic to restaurants by 81% compared to audiences who did not see them. The findings come as the annual upfront market for TV networks and streamers begins, where advertisers increasingly prioritize outcome-based measurement. Nielsen and other companies are also developing systems to tie ad exposure directly to customer actions.
Facts First
- Fox Corp. report shows TV ads drove restaurant foot traffic by 81% compared to audiences who did not see them.
- The annual upfront market for TV networks begins this Monday, where advertisers and agencies review new programming.
- An industry survey found 53% of executives cite outcomes as the most critical measurement standard, while 9% prioritize individual program measurement.
- Fox and Netflix recently agreed to examine social-media activity generated by a segment during a Sunday-afternoon football telecast.
- Nielsen is incorporating outcome measurement into Nielsen One, a cross-platform viewership system used by clients including Fox.
What Happened
Fox Corp. released a report stating that ad campaigns from certain fast-food chains seen on its broadcast network drove foot traffic to restaurants by 81% compared to audiences who did not see them. The report utilized data from more than 20 different sources to gauge consumer activity and response. This comes as the annual 'upfront' market for TV networks and streamers begins this Monday, involving presentations to advertising agencies and sponsors. An iSpot survey of 300 industry executives found that 53% of respondents cited outcomes as the most critical measurement standard.
Why this Matters to You
If you work in advertising, media, or related industries, the shift towards outcome-based measurement may change how campaigns are planned and evaluated. For viewers, this focus on concrete results could lead to more targeted and potentially effective advertising. The industry's move beyond traditional demographic ratings may also influence the types of content and programming that networks prioritize for funding.
What's Next
The upfront presentations this week will likely feature discussions on these new measurement capabilities. Companies like Nielsen are incorporating outcome measurement into their Nielsen One system, which could become a more standard tool across the industry. Further partnerships, like the one between Fox and Netflix to examine social-media activity, may develop to provide advertisers with more detailed data on campaign effectiveness.