Fast food and newspapers: A surprising connection

It all makes sense. Ages 25 to 54 are the prime family years, making newspapers a highly relevant medium for fast food advertisers.”

Phillip Beswick, CEO, The Media Audit

When you think of fast food consumers, younger demographics often come to mind. Conversely, newspapers are typically associated with older readers. However, new research from The Media Audit challenges these stereotypes, revealing a strong connection between fast food consumption and newspaper readership.

According to The Media Audit’s 2024 multi-market survey, 44% of frequent fast food consumers (those who purchase three or more times per week) are between the ages of 25 and 54. Similarly, 38% of daily newspaper readers fall within this same age group.

Fast food is often linked to busy families, and The Media Audit  data supports this idea:

• Nearly 70% of frequent fast food consumers (3+ times per week) live in households of three or more people.
• 62% of newspaper readers also reside in households with three or more members.

“It all makes sense,” says Phillip Beswick, CEO of The Media Audit. “Ages 25 to 54 are the prime family years, making newspapers a highly relevant medium for fast food advertisers.”

The Media Audit numbers confirm newspapers' impact:

• Newspapers over-index by 18% in reaching frequent fast food consumers (3+ times per week).
• Among heavy fast food buyers (5+ times per week), newspapers index 27% above the general market.
• The influence grows even stronger among heavy newspaper readers (those who spend more than an hour a day with a newspaper). Sixteen percent of these readers are also heavy fast food consumers — 49% higher than the average.

For fast food marketers, newspapers offer a powerful and often overlooked way to connect with a prime customer base.

“There are many qualitative reasons why newspapers are a good opportunity for fast food restauranteurs,”  notes Beswick.  “The strong roots with their local community make them a credible source for advertisers.  Newspaper readers are actively seeking information, making them more receptive to ads compared to passive exposure on other media.”

In today’s digital landscape, newspapers remain a powerhouse, often operating some of the most-visited websites in their local markets. Beyond the value of their print editions, newspapers offer a robust multi-platform presence that enhances their reach and impact.

Newspapers and fast food restaurants … a natural but surprising connection.

Contact Information:

Phillip Beswick
832-521-1000
PBeswick@TheMediaAudit.com