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  "documentTitle": "Darden Restaurants, Inc. (DRI)",
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  "authorName": "Jeffrey C. Smith",
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      "text": "Despite its scale, Darden spends more than twice the % of sales as the industry median",
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      "text": "While TV is much more homogenous than digital media, digital media has a wide range of uses such as search optimization, sponsored search, banner ads, social media, and mobile geo-targeting.\nIn 2013, the industry's TV spending increased 3%, while digital media spending increased 10%. Darden is far behind industry trends and spends the vast majority of its advertising budget on TV.",
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      "text": "advertising as a % of system sales: 4.0%",
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      "text": "Rather than fixing its message and media mix, it appears that Darden has chosen the brute force method of throwing money at the problem using the blunt instrument of national TV ads",
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      "text": "Source: Company filings and Capital IQ. Note: As a % of system sales except where franchisee advertising spend is not accounted for in filings.",
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