Food delivery service brands have been a consistent presence on TV in recent years, as consumers have changed the way they dine out and shop for groceries. And even after the return to in-person dining in 2021, many food delivery service brands have stayed the course with TV advertising through the first two months of 2023.
iSpot data shows there have already been nearly 10 billion household TV ad impressions served for food delivery service brands in Q1 2023 through February. March is poised to be busy as well, as fans and brands get ready for The Big Dance.
Live sports are always a significant part of food delivery’s TV ad approach. NBA, NFL and college football games were among the top five programs for impression deliveries in January and February. Men’s college basketball was No. 8 – and that’s before March Madness even started.
For Q1 so far, Instacart has been the most-seen brand by share of food delivery service household TV ad impressions, with nearly 25%. DoorDash is No. 2 at over 17%, while HelloFresh is No. 3 at 11.49%.
In terms of creative impact, Goldbelly is leading the industry with a Likeability Score 13% above the norm for “Valentine’s Day: Romantic Food.” The online marketplace has edged out Daily Harvest’s “Farmers and Chefs” (6% more likeable than the norm) and Uber One’s Super Bowl spot “Diddy Don’t Do Jingles” (4% more likeable) among new food delivery spots in Q1.
Check out this infographic that breaks down the first two months of 2023 for the industry:
Glossary:
- Verified Household Ad Impressions: TV ad exposures captured across 52 million smart TVs and set-top boxes which are extrapolated and balanced with census data for an accurate representation of US households.
- Impressions SOV (Share of Voice): The percentage of impressions generated by a brand or ad compared to the total impressions generated by the selected criteria.
- Likeability Score: Measures an ad’s ability to appeal to viewers, based on results from the survey prompt: “I like this ad.”
- Yummy, Healthy and Audio are 3 of the 57 emotional metrics iSpot Creative Assessment measures for every TV and video ad.