Burger King is taking advantage of declining media costs by increasing its ad spending by more than 10 percent. It estimates that the extra dollars together with the declining price of media will raise its impressions by 20% – 25%.

Burger King is not only betting on a lot of consumers trading down to fast food during hard economic times but they are also placing a big bet on leveraging cheap impressions during a down market to position themselves as serious competition when the market recovers.

Economic Meltdown