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As Tax Day Nears, Tax Prep Services Pile Up Radio Spots.

It is high season for tax prep services, and for the week of March 25-31 the top radio advertisers in the space — including Jackson Hewitt, TurboTax, TRA Tax Relief Advocates and Optima Tax Relief — combined to air more than 88,000 spots, according to data provided by Media Monitors.

Jackson Hewitt (32,484) led the top players in the Accounting, Auditing & Tax Preparation Services category, but nonetheless fell from seventh to ninth place overall on the list of the top ten radio advertisers. TurboTax (22,557) was second in the category and 19th overall.

With unemployment at historically low levels, Employment Services maintained a robust advertising presence. ZipRecruiter topped the category by airing 44,796 spots in slipping one spot to third place from second the prior week. Indeed, meanwhile, made the week’s biggest jump in the rankings — from 13th to tenth — with 29,633 spots, good for second in the space.

Verizon Wireless (32,993), No. 8 overall, topped the Wireless Carrier category, trailed by TracPhone Wireless (for Straight Talk) at 26,838.

In addition to No. 1 overall Progressive (67,743), five other insurers made the list: Allstate (26,899, good for 12th overall); State Farm (14,289); TermProvider (13,031); Ethos Technologies (7,870); and SelectQuote (6,831).

Coming in at No. 2 overall was Drop Technologies, a consumer rewards platform that only recently has accelerated its radio ad spending. The company aired 58,750 spots last week, a total that’s a far cry from early 2024, when it was in 84th place.

Procter & Gamble maintained its standing at radio’s top parent company advertiser, airing more than 198,000 spots across its large family of brands, including Secret, Vick’s, Charmin, Tide and more.

For the week of March 25-31, 2024, the top ten on the Media Monitors radio advertiser list includes Progressive, Drop Technologies, ZipRecruiter, Upside, Lowe’s, Wendy’s, Babbel, Verizon Wireless, Jackson Hewitt and Indeed.

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