Home Depot Regains Lead Among Radio’s Top Advertisers.
For the first time in six months, the Home Depot is perched atop the list of radio’s largest advertisers, based on spot volume. To promote Memorial Day weekend sales, the home improvement retailer nearly doubled its radio outlay for the week of May 23-29 to 72,767 spots, compared to the prior week when it ran 41,904 and ranked No. 7. It’s the first time the Home Depot topped the tally since the week of Nov. 22-28, 2021. The retail chain was radio’s fifth largest advertiser of 2021 but was conspicuously absent from its top 100 advertisers for much of 2022.
Mattress Firm, another retailer promoting holiday sales, returned to the top 10 for the first time since late March. With 29,844 airings, the Bedding Retailers & Manufacturers client moved 14-9 for the week. Competitor Sleep Number was No. 47 with 12,089.
True to form, retailers and restaurants ruled the pre-Memorial Day spot count compilation from Media Monitors. Five department stores made the tally, led by JC Penney at 16, Macy’s at 21, Kohl’s at 40, Macy’s Backstage at 87 and Family Dollar at 98.
A total of seven Fast Casual-Quick Serve Restaurants were on the air in the lead-up to the three-day holiday weekend, including Wendy’s at 14, McDonald’s at 29, Taco Bell at 30, Panera Bread at 41, Chick-fil-A at 50, KFC at 76, and Dunkin at 81.
Alcoholic beverage manufacturers and retailers took to the airwaves to reach Americans ready to celebrate the unofficial start of summer, including Total Wine & More at No. 48 with 11,871 airings and Twisted Tea at 100 with 5,651.
While not a paid commercial, NAB-produced PSAs opposing a performance royalty for radio aired 13,294 times last week to rank at No. 44 on the chart. The on-air campaign, which began in early April, is intended to educate listeners on what NAB says would be the “significant harm” that such a fee would have on local stations. The campaign includes radio spots in both English and Spanish and digital creative calling on listeners to urge Congress to stand up for local radio by opposing legislation that would institute a performance fee.
For the week of May 23-29, 2022, the top 10 on the Media Monitors tally are the Home Depot at 1, Upside at 2, Progressive at 3, Indeed at 4, iHeartRadio at 5, Zip Recruiter at 6, National Highway Traffic Safety Administration at 7, Babbel at 8, Mattress Firm at 9 and Straight Talk at 10.