Wendy's Sambo's and Long John Silver'snNew competitors are using network televisionnTo take advantage of efficiency—oh yeah!nWendy's, Sambo's and Long John Silver'snTake advantage of efficiency.nPercentage of total media spent nationally:nBurger King: seventy-five. McDonald's: thirty. Whoa yeah!nWendy's, Sambo's and Long John Silver'snTake advantage of efficiency.nIt's important to McDonald's, systematically.nTake advantage of efficiency—oh yeah!nPercentage of total media spent nationally—oh yeah!nLocal marketing flexibility—oh yeah!nIt's important to McDonald's, systematically—oh yeah!