Domino’s Outspent Rival Restaurants on TV Advertising in December

Skift Table | January 16, 2019

With advertising being such a large part of the restaurant business, Skift Table continues to look at the top spenders on television ads at the end of each month across all sectors of the industry. Airing commercials during football and basketball games was a clear strategy for restaurants again in December, just like it was the previous month. Just two editions into our marketing roundups, it’s becoming clearer that this trend will likely continue through the end of the NBA season in June. But as is customary in December, television marketing dollars were also spent on airtime during reruns of classic holiday movies like “A Christmas Story” and live New Year’s Eve shows hosted by once-famous celebrities.

Spotlight

All of us have witnessed a subtle transition in recent years as corporations have moved from proactive institutions where trends and decisions were delivered from the top down to reactive defendants commanded by their constituents. A number of factors prompted this shift: Economic instability shook the foundation of business practices; unscrupulous accounting precipitated increased scrutiny and decreased public trust; and new technologies altered the flow of information in a way that empowers consumers and opens the door for reputational disasters. But technology’s relationship with business is a dichotomous one: While it increases risk, it also serves as a solution for measuring communications’ contribution to bottom-line results and for taking preventative steps in reputation control.

Spotlight

All of us have witnessed a subtle transition in recent years as corporations have moved from proactive institutions where trends and decisions were delivered from the top down to reactive defendants commanded by their constituents. A number of factors prompted this shift: Economic instability shook the foundation of business practices; unscrupulous accounting precipitated increased scrutiny and decreased public trust; and new technologies altered the flow of information in a way that empowers consumers and opens the door for reputational disasters. But technology’s relationship with business is a dichotomous one: While it increases risk, it also serves as a solution for measuring communications’ contribution to bottom-line results and for taking preventative steps in reputation control.

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