Media Edge: Chick-Fil-A promotes trivia game with new creative work
Media Sales Lead: Chick-Fil-A (CFA) will feature its famous cows in TV ads for the first time since 2019 as part of its new campaign. The push is headlined by a 30-second spot from CFA's creative AOR, McCann New York. The chain is currently promoting a new desktop and mobile trivia game, developed by AKQA, which can only be played by CFA rewards members. Members will be able to play every Wednesday until August 1st. Players that answer the questions correctly will earn redeemable rewards such as a chicken sandwich, 8-count nuggets, or waffle fries. CFA's DMs hope this helps boost membership for its loyalty program.
Key Lead Takeaways: Reach out now to offer ad space so that you can score some of these extra campaign ad dollars.
Target demographic: Millennials & Gen-Xers
Key Spend Notes:
- Media planning period: Q4
- Media buying period: Q3
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes CFA under Restaurants: Quick Serve**
- 2023 YTD Spend: $33.1m
- 2022 FY Spend: $80.1m
- 2021 FY Spend: $93m
- 2020 FY Spend: $85.1m
Ad Flight Breakdown (by spend): CFA has aired 25 spots this year; the top five were "Flavor," "Perfectly Seasoned," "Una sola mordida," "The Little Things: Sunshine Notes," and "The Little Things: Georgia and Ishmal."
Top Daypart (by impressions): Primetime (1b), Early Fringe (648.4m), Day Time (641.6m), Weekend Afternoon (473.7m), and Weekend Day (283.9m).
Top Networks (by spend): ESPN, Univision, HGTV, Telemundo, and BET.
Top Shows (by spend): College Football, NBA Basketball, NFL Football, Diners, Drive-Ins and Dives, and ¡Despierta América!.
Top Industry/Vertical Spenders (by spend): Burger King (11%), Taco Bell (11%), Subway (10%), Wendy's (10%), and McDonald's (7%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes CFS under Fast Food Chicken Shops**
2023 YTD Spend: $22.3m
2022 FY Spend: $35m
2021 FY Spend: $40.1m
2020 FY Spend: $25.8m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $6.6m
- Q2 2022 Spend: $8m
- Q3 2022 Spend: $8.9m
- Q4 2022 Spend: $11.6m
Impressions: 3b
Top Ad Types (by spend): Facebook (35%), Facebook (49%), and Instagram (16%).
Top Purchase Channels: Direct (100%).
Top Publishers: facebook.com, youtube.com, instagram.com, wcpo.com, and city-data.com.
Top Industry/Vertical Spenders: Chick-Fil-A (25%), KFC (20%), Wingstop (15%), Zaxbys (10%), and Raising Cane's (10%).
Top Creative (by spend; see below): Pathmatics reports that over 1k creatives have run during 2023 (note that not all creatives debuted in 2023).
Additional channel insights
- Vivvix: CFA also invests in OOH, print, radio, and local broadcast.
Current Agency Roster:
- McCann: creative AOR
- Starcom Worldwide: media AOR
- BOLTGROUP: creative
- Gallegos United: multicultural
- Havas Sports & Entertainment: social & experiential
- Publicis Media: social
- In-house: creative
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
