Bank of America and subsidiary Merrill are making substantial – and sustained – investments in radio. Bank of America aired 44,939 spots for the period of Jan. 25-31, making it the No. 5 radio advertiser in the 110 markets tracked by Media Monitors. That keeps its top 10 streak going since December. Bank of America subsidiary Merrill returns to the top 10 for the first time in more than a month, when it was the No. 5 radio advertiser based on spot volume.
Tracking Bank of America’s use of radio shows it has made AM/FM a major part of its media mix after minimal investment in the past. After testing the waters with 5,647 spots for the week of Oct 12-18, 2020, Bank of America tripled its allocation one week later, putting it at No. 36 on the Media Monitors list. By early November the financial institution was radio’s biggest client based on spot volume, perched in the top spot for two consecutive weeks (Nov. 2-8 and Nov. 9-15). It has remained a top radio advertiser ever since.
Apparently pleased with the outcome, Bank of America subsidiary Merrill (previously branded as Merrill Lynch) went from nowhere to the top 10 during the span of just three weeks in November. The investing and wealth management division of Bank of America jumped to No. 10 in the latest tally with 31,728 spots, up from No. 13 the week before.
In other action in the Banks-Credit Unions-Mortgage-Finance Services category, radio stalwart Quicken Loans is No. 12 with 30,066 spots, Capital One, a top 20 radio user in 2020, is No. 31 with 17,116 and Discover is No. 40 with 14,513.
Elsewhere, the new spot count compilation shows another prescription drug manufacturer making radio a bigger part of its media plan. Wyeth Pharmaceuticals’ Prevnar 13 made its first appearance in the top 100 during the week of Sept. 14-29, 2020 with 6,919 spots to debut at No. 89.It steadily rose up the chart in the weeks that followed to now roost at No. 21 with 21,122 spots.
For the week ending Jan. 31, 2021 the top ten on the Media Monitors list are Babbel at 1, Centers For Disease Control and Prevention at 2, iHeartRadio at 3, Progressive at 4, Bank of America at 5, Bristol Myers Squibb-Pfizer at 6, The Home Depot at 7, Indeed at 8, “This Is Important” at 9 and Merrill at 10.