Boost Mobile, the Dish Networks-owned prepaid wireless carrier, has rocketed to its highest position among radio’s top weekly advertisers in at least four years. The discount wireless service provider aired 36,737 spots the week of Nov. 21- 27 to rank third on the Media Monitors Spot 10, That made it second only to stalwart The Home Depot among paid radio advertisers.
After typically ranking in the bottom reaches of radio’s biggest clients, Boost Mobile has been increasing its radio presence, recently ranking as high as No. 25 for the week of Oct. 24-30 with 16,671 spots. But during Thanksgiving week it made radio a much greater part of its ad campaign for Black Friday discounts, with 36,737 spots.
Boost Mobile is far out front in the Wireless Carrier category, besting rivals Cricket at 21, Metro By T-Mobile at 32, T-Mobile at 38, and Total By Verizon at 62.
Boost was previously owned and operated by Sprint. Following the Sprint and T-Mobile merger, Dish acquired Boost Mobile.
It was, of course, a week for advertising Black Friday discounts, doorbusters and all manner of pre-holiday sales. Kohl’s, already a big radio user, doubled down with 33,984 spots to charge 16-4 on the weekly spot compilation. That made it far and away the biggest radio-using Department Store or Discount Department Store. It is joined in the top 10 by JC Penney (15-8 with 29,820 spots), Macy’s at No. 14 (25,542), Target at No. 49 (12,303) and Burlington Stores at No. 96 with 6,985 spots.
Both home improvement retailers kept their radio tonnage high during the week – The Home Depot advanced 6-2 (No. 1 among paid advertisers) with 42,244 spots while Lowe’s dropped one notch to No. 5 with 33,697 airings.
Other retailers of various stripes using radio to market their wares include Staples-Staples Connect (18), eBay (25), Shane Co. (35), Skechers (36), Famous Footwear (46), Diamonds Direct (53), Boot Barn (65), Sleep Number (69), Total Wine & More (71), IKEA (74), Old Navy (77), and Bob’s Discount Furniture (No. 100).
Meanwhile as consumers prepare to ship gifts to distant friends and relatives, the US Postal Service was front and center with 14,286 radio spots.
State Farm was one of the week’s biggest movers, jumping 22-6 with 31,884 spot detections, up from less than 20,000 the week prior.
For the week of Nov. 21- 27, the top ten on the Media Monitors tally are iHeartRadio at 1, The Home Depot at 2, Boost Mobile at 3, Kohl’s at 4, Lowe’s at 5, State Farm at 6, the Centers For Disease Control & Prevention at 7, JC Penney at 8, Mattress Firm at 9 and BioNTech-Pfizer at 10.