McDonald’s met last week with its US franchisees to agree an advertising budget for the next fiscal, with Big M urging a year-on-year increase in cash contributions, from 1.5% of gross sales to 1.81%.

Too much, declared the franchisee advertising committee which after much haggling agreed to up spend to 1.65% of sales – equivalent to an aggregated increase of $33 million (€33.42m; £20.1m) annually.

When invited by an AdAge reporter to comment on the outcome, Big M’s lips remained sealed.

Data sourced from: AdAge.com; additional content by WARC staff