McDonald’s – Multiply your happiness at an affordable price
McDonald’s Türkiye and TVekstra transformed Addressable TV measurement from screen-based metrics into real-world business impact. Combining HbbTV campaign exposure data with Black Media’s footfall measurement technology, exposed audiences were compared with a behaviourally similar non-exposed control group across 316 McDonald’s restaurants within a 7-day attribution window. The result: viewers exposed to the campaign showed a 38.81% higher likelihood of visiting a McDonald’s restaurant, demonstrating how HbbTV can connect TV exposure with measurable offline behaviour.
Description
Television advertising has traditionally been evaluated through reach, frequency and visibility. For McDonald’s Türkiye’s “Uygun Fiyatla Mutluluğu Katla” campaign, TVekstra set out to answer a more ambitious question: can the impact of television advertising be measured beyond the screen, through actual restaurant visits? The campaign combined TVekstra’s HbbTV-based Addressable TV capabilities with Black Media’s footfall measurement technology to connect advertising exposure with subsequent real-world behaviour. The study covered 316 McDonald’s restaurants across Türkiye. Audiences exposed to the Addressable TV campaign were identified and compared with a control group of non-exposed users with similar behavioural characteristics. Physical restaurant visits were then analysed within a 7-day attribution window. This created a measurement journey from HbbTV campaign exposure to offline behaviour: TV exposure → exposed audience → comparable non-exposed control group → 7-day attribution → physical restaurant visit → incremental uplift. The analysis showed that audiences exposed to the campaign had a 38.81% higher likelihood of visiting a McDonald’s restaurant than the control group. A significant share of measured visits also occurred within the first few days following exposure. The innovation lies in extending the value of HbbTV beyond targeting and media delivery. Instead of measuring campaign success only through impressions or on-screen engagement, the project connected television exposure with a tangible business behaviour in the physical world. For McDonald’s, this provided a new way to understand the effectiveness of television investment. For the wider HbbTV ecosystem, it demonstrates how Addressable TV can evolve into a measurable and optimisable medium capable of connecting broadcast exposure with real-world outcomes.
Impact
The campaign demonstrated that HbbTV advertising can be measured beyond exposure and engagement, connecting television investment with real-world consumer behaviour. Impact was measured across 316 McDonald’s restaurants in Türkiye. Audiences exposed to the Addressable TV campaign were compared with a behaviourally similar non-exposed control group, and subsequent restaurant visits were analysed within a 7-day attribution window. The result was significant: consumers exposed to the campaign showed a 38.81% higher likelihood of visiting a McDonald’s restaurant compared with the control group. The data also showed that a significant share of measured visits occurred within the first few days following exposure, reinforcing the relationship between the campaign period and subsequent store visitation. Most importantly, the study moved campaign evaluation beyond traditional television KPIs. Rather than relying solely on impressions, reach or interactions, McDonald’s could evaluate performance against a tangible business outcome: physical restaurant visits. The project demonstrates a scalable measurement model for HbbTV and Addressable TV, connecting exposure data with offline outcomes and giving advertisers a stronger basis for evaluating and optimising television investment.
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