Roughly ten months after Babbel first appeared among the top 100 national advertisers at radio, the language learning app has vaulted to become radio’s top advertiser with 69,728 spots for the week of July 6-12, up from No. 7 the week prior. The Berlin-based company has been ratcheting up its radio outlay since April 12, when it began offering a potential at-home activity during pandemic lockdowns. By the week ending May 31, the learning tool logged a second week at No. 2 promising to teach “Spanish, French or Other Languages Online.”
Babel displaces last week’s No. 1, The Home Depot, which tapped the brakes on radio in the week following its Red, White & Blue Savings event. The consistent top advertiser fell back to No. 29 in the latest spot count tally, with 15,041 ads, about one fifth of what it ran in the week running up to the Independence Day weekend. Likewise, rival Lowe’s cooled its radio jets with 16,410 occurrences to rank No,. 28 after placing second the prior week with 68,083.
But while home improvement retailers are taking a pause after major sales events, insurance providers aren’t taking their feet off the gas. Progressive (with 52,296 spot detections), GEICO (45,829) and Allstate are third, fourth and fifth, respectively, in the latest compilation from Media Monitors, which tracks national advertising in 85 markets. A total of eight insurance providers placed in the latest Top 100.
And continuing to use its own airwaves to promote original podcasts, iHeartMedia occupies three slots in the latest top 10, with 29,770 promos for “Popcorn Book Club, to rank No. 9; and 29,690 for “Forgotten Women Of Juárez” at No. 10. The on-air push for “Missing In Alaska” continues with 11,385 promos and generic promos for the iHeartRadio app registered 64,927. Add them up and the broadcast and streaming giant aired nearly 136,000 promos for its streaming audio products.
Meanwhile, broadcast TV stations aired 19,016 ads for Donald J Trump For President last week but the president’s reelection campaign has yet to make its presence known on broadcast radio.
For July 6-12, 2020, the top 10 on the Media Monitors’ compilation are Babbel at 1, iHeartRadio at 2, Progressive at 3, GEOICO at 4, Allstate at 5, AutoZone at 6, O’Reilly Auto Parts at 7, Dell at 8, “Popcorn Book Club” at 9 and “Forgotten Women Of Juárez” at 10.