Wendy's Scores Likeability Win Among NCAA Ads

Celebrities can be a big draw for event-centric ads. But sometimes for food brands, the best recipe for TV ad success simply includes some delicious-looking burgers and a good deal.

That was the case for Wendy's and its recent 15-second March Madness spot. The QSR brand made a simple tie to March Madness, with burger close-ups and the advertised $1 deal. And according to iSpot Creative Assessment data, the ad is the most likeable NCAA sponsor spot of the last 90 days.

• "March Madness: $1 Burger" scored likeability 16% higher than the norm for NCAA sponsor ads in the last 90 days, thanks to consumer feelings that the ad conveyed value and the food looked "yummy."
• Despite the short length, the spot had brand recognition of 85%, which was three points higher than the QSR & restaurant norm from the past 90 days.
• The product itself was the Single Best Thing about the ad, according to 28% of those surveyed (the $1 deal was No. 2, at 20%).

You can check out the full ad below, and reach out to an analyst at The Measure for more on this spot and creative assessment for additional ads, too.