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Home Improvement Is Dominant Category In Radio’s Top 10.


Promoting closeout events and other seasonal sales, the Home Depot and Lowes’s spend a second consecutive week among radio’s top 10 advertisers. With 55,617 spots aired the week of Jan. 15-21, Lowe’s returns to top spot for the first time since the week of Dec. 11-17 leading up to the Christmas holiday. The Home Depot, meanwhile, ran 32,696 commercials to rank ninth, down from fourth one week earlier.


Among fast food chains, Wendy’s is back in the top 10 for the first time since mid-December. With about 90% of its stores now open until midnight or later, Wendy’s cranked up its radio weight into overdrive last summer and continues to use the medium to advertise its late night menu, often placing in the top 10. This marks another week in which Wendy’s leads rival McDonald’s in spot volume. The Golden Arches ran less than half as many ads on radio (19,114) in the latest Media Monitors tracking week, compared to Wendy’s. Taco Bell is No. 37 with 13,450 occurrences.


As tax season approaches, five clients in the Accounting, Auditing & Tax Preparation Services category dot radio’s top 100 advertisers, led by Jackson Hewitt which logged a second straight week in the top 10.


The growing Legal Services vertical places five accounts in the top 100, with Morgan & Morgan again the category leader at No. 11 with 26,885 spots. Radio’s legal services advertising grand total reached $380,828,000 for 2022, or about $31 million more than in 2021, according to BIA Advisory Services.


There are four Big Pharma advertisers that collectively ran nearly 55,000 spots last week. Pfizer remains out front with 26,117 to rank No. 13. It is followed by AbbVie at No. 52 (10,231 occurrences). Apellis Pharmaceuticals, which began advertising on the radio last July, aired 9,654 spots to rank No. 58. And AbbVie Ironwood Pharmaceuticals placed 7,638 spots for the prescription drug Linzess.


Meanwhile, Upside moves 28-6, returning to the top 10 where it routinely roosted last fall.


For the week of Jan. 15-21, 2024, the top ten on the Media Monitors tally are Lowe’s at 1, Progressive at 2, Vicks at 3, Babbel at 4, Discover at 5, Upside at 6, Wendy’s at 7, ZipRecruiter at 8, The Home Depot at 9 and Jackson Hewitt at 10.



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