Radio, Quick Service Foods Are Made For Each Other

Frequent fast-food consumers are younger, are more likely to be employed, and have kids.

Nielsen Scarborough reports that compared to the average person, frequent quick service restaurants (QSR) consumers are younger than the average U.S. adult with a median age of 42 versus the average of 50. Frequent QSR customers are more likely to have kids and be employed.

Since frequent fast-food diners are more likely to work and have kids, it is no surprise that they clock a lot of miles in their vehicles

More miles traveled translates into greater QSR dining occasions. The 2023 Nielsen Scarborough study reports that consumers who visit quick service restaurants 10+ times in the past month are high mileage drivers.

Those who clock more miles in the car are much more likely to be frequent fast-food diners. If a consumer travels more than 100+ miles per week in a vehicle, they are more likely to dine often at quick service restaurants.

Key takeaways:

• Frequent fast-food consumers are younger, are more likely to be employed, more likely to have kids, and clock a lot of miles in their vehicles
• Heavy AM/FM radio listeners are frequent fast-food diners: Most AM/FM radio ad impressions are generated by heavy QSR category users
• Heavy TV viewers under index on QSR; Most TV impressions are generated by light QSR category users
• There is a mismatch in fast-food advertising media budgets: TV is overused and AM/FM radio is underutilized
• QSR TV deliveries are collapsing: AM/FM radio to the rescue; AM/FM radio makes QSR TV campaigns better by generating significant incremental reach, especially in younger demos
• ABX creative testing: QSR AM/FM radio ads test at 89% of the effectiveness of TV at one-fourth the CPM
• Nielsen sales lift studies reveal AM/FM radio ads generate a +6% increase in total QSR buyers and a $3 to $1 return on investment

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