Report Highlights

  • Declining TV viewership (with ~20% of the U.S. population expected to drop access to pay TV by 2022) renders traditional TV ads less effective, driving a higher allocation towards more cost effective national campaigns which also supports an increasing dependency on national discount promotions.
  • Increasing allocations towards relatively cheap forms of social media marketing and a decrease in McDonald’s local ad requirement explains the decline in 2018 net marketing spend.
    It remains to be seen how this decline in total net marketing spend will affect industry traffic.

 

Marketing Spend Report Outline