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Fitness Brand Peloton Shifts Radio Advertising Into High Gear.

Peloton is sprinting to the finish line in a new radio ad campaign that has it suddenly near the apex of AM/FM advertisers. The popular fitness technology brand kicks its spot volume into high gear with 43,834 on-air occurrences for the week of May 31- June 6, climbing from No. 24 to No. 3 in one week.

Peloton was the third largest cable TV advertiser of 2020 but largely a no-show on radio. The fitness company, which has enlisted Olympic athletes to tap into Tokyo Olympics fever, debuted on the Media Monitors tally the week of May 24-30 at No. 24 with 22,734 spots. Now it’s giving radio regulars like job recruiter Indeed (No. 1 with 54,377 spots) and insurance carrier Progressive (No. 2 with 51,690) a run for their money.

Indeed stays head and shoulders above rivals ZipRecruiter (No. 18) and (No. 43) in the latest report.

Also making a big move is bedding retailer Mattress Firm, which lunges to No. 8 with 33,222 spots from No. 18 the week before. That’s its highest ranking in at least three years. The largest Bedding Retailer and Manufacturer in the U.S was the No. 92 radio advertiser of 2020. Competitor Sleep Number is No. 53 on the latest weekly list from Media Monitors, which tracks national advertising in 110 markets.

The Home Depot, which more than tripled its radio spot volume in the week leading up to the Memorial Day holiday, tapped the brakes a bit, going from 70,823 spots for the week of May 24-30 to 32,799 in the most recent period, falling from No. 1 to No. 9. Competitor Lowe’s also tamped down its radio presence from 35,086 spots heading into the holiday weekend to 20,460, dropping from No. 8 to No. 23.

Once again one in 10 brands advertised on radio during the previous week came from consumer packaged goods giant Procter & Gamble, including Swiffer (No. 20), Olay Body Wash (No. 26), Mr. Clean (No. 38), Charmin (No. 42), Crest (No. 48), Bounty (No. 67), Prilosec OTC (No. 75), Febreeze (No. 85), Metamucil (No. 92), and Oral-B (No, 94).

For the week of May 31-June 6, 2021, the top 10 on the Media Monitors compilation are Indeed at 1, Progressive at 2, Peloton at 3, “Ridiculous Romance” podcast at 4, iHeartRadio at 5, National Highway Traffic Safety Administration at 6, “Missing on 9/11” podcast at 7, Mattress Firm at 8, the Home Depot at 9 and GEICO 10.

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