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In 2019, fast-food restaurants spent $5 billion in total advertising, an increase of over $400 million (9%) vs. 2012. TV represented 91% of total ad spending, and TV ad spending increased by 12% compared to 2012.

Preschoolers, children, and teens viewed on average 2.1 to 2.3 fast-food TV ads per day in 2019. The majority of ads promoted regular menu items and the restaurant in general. Less than 10% of ads viewed promoted kids’ meals.

In 2019, fast-food restaurants spent $318 million to advertise on Spanish-language TV, a 33% increase from 2012. The number of ads viewed by Hispanic preschoolers and children increased 2% and 7% over the 7 years, in contrast to a decline in ads viewed by preschoolers and children overall.

In 2019, Black preschoolers, children, and teens viewed approximately 75% more fast-food TV ads than their White peers, an increase compared to 60% more ads viewed by Black youth in 2012.

Although 274 fast-food restaurants advertised in 2019, six restaurants (McDonald’s, Domino’s, Burger King, Taco Bell, Sonic, and Little Caesars) were responsible for 46% of total fast-food ad spending and approximately 55% of fast-food TV ads viewed by children and teens.

The Science Behind Fast Food FACTS

We used syndicated advertising data from Nielsen Global Media to evaluate fast-food advertising in the United States in 2019. Whenever possible, we used the same methods as our previous report, Fast Food FACTS: 2013 to measure changes over time.

We did not have access to fast-food industry proprietary documents, including privately commissioned market research, media, and marketing plans, or other strategic documents. Therefore, we do not attempt to interpret fast-food companies’ goals or objectives for their marketing practices.

We provide transparent documentation of:

Advertising spending in all measured media by fast-food restaurants;
The extent of children’s and teens’ exposure to TV advertising for fast food;
TV advertising targeted to Black and Hispanic youth, including on Black-targeted and Spanish-language TV and disproportionate exposure by Black versus White youth; and
Changes in advertising spending and exposure that occurred from 2012 to 2019.

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