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Advertising Effectiveness for McDonald's: Hashbrowns or Hashtags?

Posted by Gary Getto on Nov 24, 2015 1:50:36 PM
We evaluated McDonald’s new “Breakfast All Day” creative.  If you’ve seen our previous data, you know that McDonald’s has been struggling all year in ad effectiveness.   For more ad analysis in different categories, see our Competitive Intelligence resources page.

Logo McDonald's Breakfast ALL DAY.

Does Social Media Integrations Always Produce Higher Advertising Effectiveness Scores?

Breakfast All Day advertising scores were strong enough to help McDonald’s creative effectiveness make a comeback! While these scores were higher, they also showed considerable variation due to creative differences.  We characterized the differences by how much emphasis was given to the presentation of food versus how much attention was given to the use of social media graphics.

McDonald's ad shows delicious food shot of McMuffin.Ad showing people at computers and Facebook graphic.

While the social media treatment was likely chosen to appeal to Millennials, creative effectiveness data for that demographic group showed no significant differences from other groups.

As you can see below, the highest scoring ad with an ABX Index of 133 (almost 33% above average) made effective use of food beauty shots, while the least effective ad at 110 emphasized the use of social media graphics and did not emphasize the food.

McDonald's Ads comparison scores.

Don't take our word for it; have a look at the two ads and see which one makes you hungry for breakfast all day.

  • Top-Scoring Ad - it's all about the food.  Look at the huge creative effectiveness scores for Reputation and Action!

Highest-scoring McDonald's ad scorecard.

  • Bottom-Scoring Ad - It's all about communicating the breakfast message through social media graphics. An ABX Score of 110 is still good, with viewers clearly understanding the message. But, Reputation and Action are only "average" and it appears the spot doesn't motivate anyone to do anything.

Lower-scoring McDonald's ad scorecard.

Are you satisfied with your current creative effectiveness?  Is it resonating through Awareness and Message, and having an impact on Reputation and Action?  ABX provides the largest normative database in the industry across all media types. On average you can improve your creative effectiveness by 17%

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How the ABX Testing is Done

ABX provides ad effectiveness scores from human respondents against 14 variables and in all media types. ABX Index values are a comparison of the results of an ad versus the average of all ads in the ABX database (100,000+ ads). Click for more information about definitions and methodology.

Topics: Restaurants

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