Amazon DSP streaming TV campaigns delivered $1.74 iROAS—25% above QSR industry benchmarks

Goals

Quick service restaurant (QSR) advertising has long faced a fundamental disconnect: the ads run in digital, but the sales happen in the real world. The vast majority of QSR transactions occur at the counter, through the drive-through, or via third-party delivery apps—far removed from the digital environments where streaming TV ads are served.

This created a persistent blind spot. QSR advertisers investing in Connected TV (CTV) couldn’t see whether their streaming campaigns were actually driving people to buy a meal. Without a closed-loop connection between impression and purchase, it was nearly impossible to prove incrementality, justify spend, or optimize with confidence.

Amazon Ads set out to solve this: connect streaming TV advertising directly to verified, real-world QSR sales—and prove the incremental value of every dollar spent across 30+ campaigns for 17 QSR brands.

Approach

Amazon Ads activated campaigns across its full streaming TV portfolio—spanning premium live sports, on-demand entertainment, and CTV environments—to reach QSR audiences at scale. Ads ran across:

• Thursday Night Football — live, appointment-viewing sports
• NASCAR on Prime Video — live motorsports
• Prime Video — premium on-demand streaming
• Fire TV — the living room gateway
• Streaming TV (STV) — broad reach across Amazon’s owned-and-operated and premium third-party inventory

To bridge the gap between streaming impressions and offline purchases, Amazon Ads worked with measurement partner Attain to link ad exposure data directly to verified, real-world purchase data. This deterministic approach captured the full spectrum of QSR buying behavior—online orders, in-store visits, third-party delivery, and even cash transactions that traditional digital measurement misses entirely.

The result: a clear, end-to-end view of the customer journey from the moment a streaming TV ad was served to the moment a purchase was made—proving true incrementality, not just correlation.

Results

Amazon DSP streaming TV campaigns didn’t just perform—they outpaced the industry, delivering $1.74 incremental return on ad spend (iROAS)—+25% above QSR CTV industry benchmarks—and +0.79% incremental sales lift, +8% above QSR category norms.¹ These results held consistently across the majority of campaigns measured, confirming that Amazon's streaming TV inventory drives real, measurable offline sales for QSR brands—not just awareness or engagement.

The study's most powerful insight: Amazon's streaming portfolio works best when advertisers use it all. Campaigns that diversified across live sports and streaming TV delivered $2.08 iROAS (+77% higher), compared to $1.17 for single-platform campaigns alone—nearly doubling the return.² This is a clear signal that the breadth and variety of Amazon's content environments compound advertiser value in ways a single property cannot.

For the first time, advertisers can see a verified, end-to-end connection between a streaming TV impression on Amazon and an actual restaurant purchase—whether that’s a mobile order, an in-store visit, or even a cash transaction at the register.

The measurement gap is closed. By connecting impressions to verified offline purchases across every transaction type, Amazon Ads has given QSR advertisers the confidence to invest, optimize, and scale their streaming TV strategies with proof of real-world impact.

Sources

^1–2 Attain Incrementality Study, US, February 2026.