B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
2.05%
2.05% -- campaign response rate for Denny's (2009-02)
Denny's achieved a 2.05% return rate on its Super Bowl ad giveaway promotion.
- Calculated based on 2 million meals given away relative to ~98 million Super Bowl viewers
- Campaign also included one 15-second post-game spot and a full-page ad in USA Today
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
2.05%
Unit
Percentage
Data Vintage
2009-02
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
AdAge.com
Primary
Tier C
https://mad4marketing.com/2009/03/02/advice-you-cant-put-a-price-on/ ↗
Source Article
Advice You Can’t Put a Price On
What happens when the rules of marketing get thrown out the window, and creative minds go in a new direction? What if instead of buying media and selling a client’s products, marketing agencies say: ‘Let’s just give away the goods for free!’ Sounds implausible, right? Well, it just so happens to be …
Original Research
AdAge.com
· Original study ↗
Methodology
2 million meals redeemed vs ~98 million Super Bowl viewers; surpasses 1% benchmark for giveaway promotions
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Denny's: 2.05% campaign response rate. Source: AdAge.com (2009-02). Via Lighthouse Intelligence -- https://lighthousedata.io/data/dennys-giveaway-return-rate
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<blockquote cite="https://lighthousedata.io/data/dennys-giveaway-return-rate" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>2.05%</strong> -- campaign response rate for Denny's<br><small>Source: AdAge.com (2009-02) · <a href="https://lighthousedata.io/data/dennys-giveaway-return-rate" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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