A look at the top ten national advertisers at radio for the first full week of January, as tracked by Media Monitors, shows remarkable year-over-year consistency. Of the top ten paid advertisers for the week of Jan. 2-8, 2023, four were also in the top ten for the first full week of January 2022 (Jan 3-9). These include Progressive (second this year, sixth in the first full week of 2022), Babbel (No. 4 in 2023, No. 5 in 2022), Upside (No. 7 this year, second last year) and Vicks (No. 8 in the first week of both years).
In fact all of the top 10 paid advertisers for the first full week of 2023 charted in the top 100 advertisers for the corresponding week last year. Lowe’s was No. 3 for the week of Jan. 2-8, 2023, No. 19 for Jan. 3-9, 2022. ZipRecruiter was No. 5 this year, No. 18 last year. Discover was 6 in 2023, 53 in 2022; Grainger 9 in 2023, 24 in 2022; and Capital One No. 11 in 2023 (No. 10 among paid accounts) and No. 21 in 2022.
Looking at 2022’s top ten first week of January advertisers shows four are not found anywhere in the top 100 for the first week of 2023: Indeed, DuckDuck Go, Exregen, and Peloton were all top 10 accounts in the first week of 2022 but are absent from radio’s top 100 one year later. Meanwhile, Spreaker was No. 9 last year and came in at No. 97 this year while Liberty Mutual was 10 in 2022 and 8 in 2023.
For the week of Jan. 2-8, 2023, the top ten on the Media Monitors tally are iHeartRadio at 1, Progressive at 2, Lowe’s at 3, Babbel at 4, ZipRecruiter at 5, Discover at 6, Upside at 7, Vicks at 8, Grainger at 9, and Paxlovid at 10.