Macy’s was radio’s biggest department store advertiser in the first half of 2022. But here in the home stretch of the holiday shopping season it is Kohl’s that is topping the category list. For the week of Dec. 5 – 11, Kohl’s was radio’s No. 1 overall paid advertiser with 40,989 spots for its highest ranking on the weekly Media Monitors chart in years. It is also the third consecutive week the department store chain has roosted among radio’s top 10 advertisers. Kohl’s ranked sixth for the week of Nov. 28- Dec.4 and was No. 4 the week of Nov. 21- 27.
Macy’s, meanwhile, was No. 14 for the most recent week with 24,010 spot detections after ranking at No. 33 for the week of Nov. 28- Dec.4 and No. 14 for the week of Nov. 21- 27. JC Penney, which has been turning up its radio juice of late, placed 24,105 commercials to sit just ahead of Macy’s at No. 13.
As the days count down to the Dec. 25 Christmas holiday, both major home improvement retailers kept their radio tonnage high last week. Lowe’s ran 31,688 spots to rank fifth. The Home Depot racked up 25,308 spots to finish tenth after placing third the week prior.
Online retailer eBay kept its radio presence strong at No. 25 with 18,747 ads.
Three accounts in the Apparel Footwear Accessories & Retailers category charted on the latest list, led by Famous Footwear at No. 51, Old Navy at 70, The Good Feet Store at 83, Boot Barn at 85 and Skechers at 90.
Pfizer’s Paxlovid, a consistent radio advertiser since June, makes its first appearance in the top 10 with 31,256 spots to rank No. 6, a big jump up from No. 16 the week before. It’s one of six accounts in the growing Prescription Medications category, where Pfizer claims half of the entries. It also has IBRANCE at No. 28 and XELJANZ at No. 37. Elsewhere in the category you’ll find Myovant Sciences GmbH-Pfizer’s ORGOVYX at No. 58, AbbVie’s Creon at No. 93 and Wyeth Pharmaceuticals’ Prevnar 20 at No. 94.
For the week of Dec. 5 – 11, 2022 the top ten on the Media Monitors tally are iHeartRadio at 1, Kohl’s at 2, Center For Disease Control and Prevention at 3, State Farm at 4, Lowe’s at 5, Paxlovid at 6, Vicks at 7, Boost Mobile at 8, Grainger at 9 and The Home Depot at 10.