Chick-fil-A Takes Biggest Bite of QSR Streaming TV Ad SOV

The QSR industry has long been a titan of TV advertising: In 2024 it was the No. 1 category by linear TV ad reach outside of network promos, according to iSpot data. But of course, these days linear is only part of the mix — as audiences continue to migrate to streaming, brands are refining their strategies among these walled gardens to reach viewers who may not be tuning into traditional TV. 

iSpot data reveals how some of the top QSR brands measure up in terms of impressions share of voice on linear vs. streaming since the start of 2025. While Burger King is reigning supreme on linear, Chick-fil-A is taking a bigger bite out of streaming.   

• Chick-fil-A was No. 4 by share of linear household TV ad impressions (8.45%) from Jan. 1 through Feb. 17, 2025, but No. 1 on streaming with nearly 13% of QSR ad impressions SOV.
• Meanwhile, Burger King is dominating on linear with 16.75% of household TV ad impressions — nearly twice as much as the No. 2 QSR brand on linear, Wendy’s, which had an impression SOV of 8.83%. 
• Taco Bell had a larger emphasis by SOV on streaming than national linear, ranking third (behind Burger King) with 7.72% streaming ad SOV, compared to its linear reach of 4.70% (No. 10). 
• Starbucks also had a slightly higher streaming SOV than linear, 7.36% vs. 6.78%. 
• Other brands (not among the top ten by linear reach) that saw streaming ad SOV exceed linear included KFC, Sonic, Dunkin’, Wingstop, Jersey Mike’s, Arby’s, Jack in the Box and Zaxby’s.