They’re watching TV. You’re only thinking Instagram?

On their screen. Forgotten by dinner.

Young adults are still seeing TV ads. According to Samba TV data reported by EMARKETER, TV ad reach among U.S. adults ages 25–34 grew across all seven industries tracked.

Meanwhile… separate eMarketer research found 59% of consumers rarely or never remember the advertisers on the shows they watch.

You paid for an appearance. Did you earn a place in their memory?

Famous logo. Why your location?

Sugar Land. Pearland. Katy. Houston. Your national brand may get recognized everywhere. But what makes someone choose your location?

Being on their way home? A team who remembers their order? An offer they can understand without consulting the fine-print committee?

National advertising can introduce the brand. Your location still has to make the relationship worth keeping.

And these are national findings. Before declaring “our customers watch TV,” let’s get acquainted with your customers.

Franchise leaders… put the impression to work.

Before approving more media dollars, ask:

• “Are we reaching people who can actually visit us?” Ask your brand or co-op for local reach, frequency and the message being promoted. Big numbers look lovely on slides. Geography matters at the register.

• “Does our team know what we’re advertising?” Your customer shouldn’t be explaining the promotion to your cashier. Practice the offer, the terms and the invitation to return.

• “What happened after they saw us?” Track redemptions, bookings, purchases and repeat visits where possible. Compare with usual performance and account for other promotions.

Familiarity gets you recognized. The experience gives them something to remember. Ideally, in a good way...