Restaurant category media spend up 5.2 percent in 2013

March 31, 2014

Expenditures for the 10 largest advertising categories grew 1.8 percent in 2013 and reached $88,334.1 million, led by retail. According to a news release from Kantar Media, the restaurant category — No. 8 overall — increased its ad spend last year by 5.2 percent.

Collectively, restaurants spent $6.1B in 2012 and $6.4B in 2013.

Total advertising expenditures increased 0.9 percent in 2013 and finished the year at $140.2 billion, according to Kantar Media, a provider of strategic advertising and marketing information. Ad spending during the fourth quarter of 2013 rose 1.6 percent versus the year ago period.

"Although the macro theme of ad dollars moving to digital media still generates much discussion, another significant but less recognized trend has taken hold. The ad market is currently being carried by the Top 1,000 advertisers who, as a group, are steadily spending more while the long-tail of small-sized marketers is sharply cutting back," Jon Swallen, chief research officer at Kantar, said in the release.

For restaurants, the top advertiser remains McDonald's. According to the Christian Science Monitor, McDonald's spent more than $988M in 2013, or 15.3 percent of total restaurant ad dollars. The Golden Arches spent $960M in 2012.

The category as a whole spent most of its media budget on measured media, including TV, magazines, newspapers, Internet display ads, radio, outdoor billboards and freestanding inserts.

Topics: Marketing / Branding / Promotion, Trends / Statistics

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