A Burger King sponsored Instagram story with polls to create a burger would best be categorized under which PESO component?

• A. Paid
• B. Earned
• C. Shared
• D. Owned

Answer: (A)

Paid media is when a brand pays to place content and reach audiences, often through sponsored posts, ads, or paid partnerships. A Burger King sponsored Instagram story fits this because the brand is paying to have that story appear in users’ feeds, with targeting and measurable reach. The sponsored tag signals paid amplification, even though it runs on a platform the brand uses. It isn’t Earned media, which would be organic coverage or mentions without payment. It isn’t Shared media, which centers on content that fans or others spread without paid promotion. It isn’t Owned media, which would be content on the brand’s own channels without paid distribution. The key idea is that payment to boost reach defines it as Paid media.