The challenge: Proving TV and streaming drive real sales for local QSR
Papa Murphy’s Take ’N’ Bake Pizza in Portland needed proof that TV and streaming were driving real in‑store sales—not just awareness. As a local QSR with simple point‑of‑sale systems, tying upper‑funnel media to transactions is notoriously hard, and traditional metrics like clicks don’t tell the story that matters.
The media strategy: Data-driven multiscreen across Portland with a family-focused target
Theo Agency partnered with Comcast Advertising to run a data‑driven multiscreen campaign across the Portland market.
- Target: households with women ages 25–54—busy moms looking for a convenient dinner solution for the family.
- Notable Placements: female‑skewing networks including Food Network, Bravo, and HGTV across linear TV and VOD.
- Measurement: Mastercard‑powered closed‑loop attribution that connects Comcast Advertising’s first‑party, anonymized ad exposure data with Mastercard’s first‑party, anonymized purchase data to link on‑screen exposure to off‑screen transactions.
The outcome: Verified in-store impact and 4.8X iROAS
The results, including channel‑level insights, directly tied TV and streaming exposures to Papa Murphy’s in‑store transactions. This was clear validation that a multiscreen strategy moves beyond awareness to drive real purchase behavior in a local QSR environment.
Top-Line Results:
- 4.8X incremental return on ad spend (iROAS) on a total ad spend of $8,283
- $57.7K in incremental sales generated during the campaign window
- 1.9K incremental transactions and 1.9K incremental customers driven by the campaign
- +2.0% lift in sales, +2.0% lift in transaction volume, +2.0% lift in customers
Results by Channel:
- Traditional TV: $51.5K incremental sales / 5.1X iROAS
- Streaming: $6.2K incremental sales / 3.75X iROAS
What it unlocks: Confidence in TV/streaming as sales drivers
QSRs rely heavily on transactions, not impressions, reach, or clicks. By unifying first‑party exposure data with first‑party purchase data, Comcast Advertising and Theo Agency unlocked national‑level measurement precision for this local advertiser—proving TV and streaming can measurably influence store activity.
I was amazed at how well we performed, and I think owners are more interested in investing incremental marketing dollars in programs they know work.
- Papa Murphy's Franchisee
The method behind the measurement
Mastercard uses an omnichannel consumer data set covering more than 40 billion transactions and more than 120 million customers annually. This data covers 20–30% of total consumer spending, which is then scaled to estimate total financial impact. Comcast Advertising’s ad exposure data is incorporated using a test vs. forecast method comparing sales from exposed consumers against a custom baseline from their prior spend patterns and demographics.
The best part is that first-party ad exposure data from Comcast Advertising + first-party purchase data from Mastercard make it possible to go from ad exposure to purchase proof, without cookies or PII.
The ability to be able to take Comcast Advertising results and exposure and tie it into Mastercard’s real transactions has been instrumental in closing that gap in measurability.
- Theo Agency Performance Marketing Director