A handful of reliable, big-spending ad categories dominate radio’s top advertisers for the week of Oct. 12-18. Insurance, government, wireless/telecom, cleaning & household products and quick service restaurants collectively account for 30 positions on the latest tally from Media Monitors, which tracks national advertisers in 85 markets, based on spot volume.
No category places more entries on the list than Insurance, which commandeers eight positions, including three in the top 10: GEICO, which rises 4-1 with 47,958 spot occurrences; United Health Care, right behind at No. 2 with 47,389, up from No. 3 last week; and Progressive, which advances 5-4 with 44,676. Other insurers using radio’s reach to entice new clients are Allstate (No. 9), USAA Insurance (No. 22), State Farm (No. 27), Farmers (No. 37), and American Family Insurance (No. 100).
The U.S. Government takes six positions led by the National Highway Traffic Safety Administration (No. 6 with 37,981 spots), US Postal Service (No. 36), Centers For Disease Control & Prevention (No. 41), US Drug Enforcement Administration (No. 51), US Dept. Of Health & Human Services (No. 53), Army National Guard (No. 66) and Medicare (No. 90). Toss in the Florida Dept. of Heath at No. 85 and you’ve got seven government agencies in the top 100.
Wireless & Internet Services grab five positions, starting with iHeartRadio which ran 31,982 free promos for its streaming audio service to finish at No. 10, followed by DuckDuckGo at No. 44, Amazon’s Audible at No. 54, Disney+ at No. 65 and iHeart’s Black Information Network at No. 95. In the related Wireless Carrier category is Metro By T-Mobile at No. 48 while three Telecom Bundled services show up on the compilation, including T-Mobile Business and offerings from Comcast’s Xfinity and Spectrum.
You’ll find five Cleaning & Household Products on the latest tally, all owned by consumer packaged goods giant Procter & Gamble. Fast Casual-Quick Service Restaurants, long a major radio ad category, claims four positions. Four of the top 100 are classified as Banks-Credit Unions-Mortgage-Finance Services and three belong to the Auto Parts, Services & Towing vertical. Finally, Home Centers occupy three positions, including two in the top 20: The Home Depot, which drops 1-5 and Lowes which ranks 19th.
For Oct. 12-18, 2020 the top ten on the Media Monitors tally are GEICO at 1, United HealthCare at 2, Happy Face Presents Two Face (an iHeartMedia podcast) at 3, Progressive at 4, The Home Depot at 5, National Highway Traffic Safety Administration at 6, Vicks at 7, Indeed at 8, Allstate at 9 and iHeartRadio at 10.