McDonald's takes largest bite of airwaves

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McDonald's Corp. had the biggest share of voice of any brand advertising on network TV during the week ended May 7, according to new data provided to Advertising Age by Nielsen Media Research. For the week, McDonald's ads accumulated 754.5 network rating points, twice as many as Wendy's International, the next most active brand on network TV that week, which had only 377 network rating points. The data, from Nielsen's Monitor-Plus service, track brand communications across all ad categories on the six broadcast networks. AT&T, Sprint and MCI were the next three most active brands, with 303.6, 276.4 and 263.5 gross rating points respectively.

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