EDO, a company specializing in TV outcomes measurement, and Affinity Solutions, a leader in consumer purchase insights, have released new research showing that creative quality has a much greater impact on in-store sales and online conversions than ad frequency for Quick-Service Restaurants (QSRs). The study highlights how strategic use of live sports advertising and geographic targeting can significantly improve the return on investment (ROI) of TV campaigns. The analysis combines EDO’s TV outcomes data with Affinity Solutions’ Fansactions™ technology to examine the real-world sales effects of TV ads for QSR brands. It challenges traditional assumptions about the importance of media weight and the role of live sports in advertising strategies. According to the findings, creative quality influences in-store sales three times more than ad frequency and nearly eight times more than ad frequency in driving online conversions. Additionally, Limited Time Offers (LTOs) show 15 times stronger online performance compared to in-store, underscoring the need for tailored creative strategies based on the desired outcome. Using Fansactions™, the research connects 126 million linear TV ad airings to 86 billion consumer transactions, revealing how high-quality creative content, precise geographic targeting, and smart live sports placements can directly boost QSR sales. The data suggests that the effectiveness of TV advertising is more closely tied to the quality of the message and the targeting strategy than to the sheer volume of ad exposure. Laura Grover, SVP of Client Solutions at EDO, noted that QSR brands often spend large sums on TV advertising without clear visibility into what drives actual consumer action. “This research brings much-needed clarity to the category,” she said. “It shows that measurable outcomes—rather than just reach or frequency—should be the foundation of media planning, creative strategy, and DMA targeting.” The report also advises QSR advertisers to be more strategic when investing in live sports. It recommends focusing on efficiency, maintaining control over cost per thousand impressions (CPM), and exploring underutilized sports placements that may offer better ROI. Damian Garbaccio, Chief Commercial and Marketing Officer at Affinity Solutions, emphasized that while many QSR marketers invest broadly in live sports, the data shows the value of a more selective approach. “With Fansactions™, brands now have real-time insights into how their media investments translate into actual transactions,” he said. “This helps them better optimize live sports and other premium TV placements.” The research offers QSR advertisers a clear strategy to enhance campaign performance and gain a competitive edge. It underscores the importance of aligning creative content with specific business goals and using data-driven insights to refine media strategies. The full study, titled “How QSRs Can Boost TV Ad ROI with Live Sports & DMA Strategies,” is available for further review. EDO is a TV outcomes company that provides measurement solutions to connect TV ad airings with consumer behaviors that predict future sales. Its platform helps the advertising industry maximize media impact, optimize creative effectiveness, and determine the value of each ad impression across both traditional and streaming channels. EDO uses AI and decision science to deliver syndicated, investment-grade data that aligns media with business outcomes, offering insights into competition, categories, and historical trends. Affinity Solutions is a leader in consumer purchase insights, offering a comprehensive view of consumer spending in the U.S. and U.K. through exclusive data from over 100 million consumers. Its AI-driven technology, Comet™, transforms purchase data into actionable insights for marketing and business leaders, helping them achieve better results and build stronger customer relationships. The company provides brands with the tools to understand how their media investments affect real-world transactions.