Kantar/AdAge: Comcast and P&G Top Radio Spenders Of 2021.


Comcast Corp. was the biggest advertiser on national spot radio in 2021 based on dollar volume, according to new exhaustive breakdown of Kantar ad spend data on U.S. measured-media produced by Ad Age. The internet/wireless/cable TV giant shelled out $91 million on national radio last year for its Xfinity internet/wireless/cable triple-play package, edging out T-Mobile which allocated $87 million.


No other marketers came close to the top two. The U.S. Government finished in a distant third place tie with a $47 million outlay spread across various government branches in 2021. That’s the same amount spent by Berkshire Hathaway for its high-profile GEICO insurance brand on national spot radio. Fifth place belonged to Walt Disney Co. which invested $36 million, mainly to promote its Disney+, ESPN+ and Hulu services.


Rounding out the top 10 are Inspire Brands, owner of Arby’s, Buffalo Wild Wings, Dunkin and other restaurant chains, at No. 6 with $30 million of national spot radio investment; grocery chain Kroeger at No. 7 with $28 million; Draft Kings at No. 8 ($26 million), the only sportsbook to make the top 10; insurance and financial services provider United Services Automobile Association (No. 9, $25 million) and wireless giant AT&T (No. 10, $21 million).


Many of the same marketers are found on the Ad Age tally of top local radio advertisers in 2021. Consumer packaged goods behemoth Procter & Gamble towers above the rest with $812 million on measured local radio ad spending. Comcast is a distant No. 2 ($53 million), followed by the U.S. Government at No. 3 ($46 million), Berkshire Hathaway (No. 4, $43 million) and T-Mobile (No. 5, $37 million).


At No. 6 in local radio ad spend and not included in the national top 10 is Amazon with $33 million, department store chain Macy’s at No. 7 with $31 million, quick-serve restaurant McDonald’s at No. 8 ($27 million), home improvement chain Lowe’s at No. 9 ($26 million), and Recruit Holdings, the parent of online job search platform Indeed, at No. 10 with $25 million.


All told radio booked $4.7 billion in ad revenue from the Ad Age Leading National Advertisers top 200. These 200 power spenders accounted for nearly two thirds (64%) of measured-media TV spending and 39% of radio spending in 2021.


The top ad categories from Kantar for all advertisers last year was retail at $9.9 billion, medicine and remedies ($9.5 billion), general services ($9.3 billion), telecom, internet services and internet service providers ($8.1 billion), automotive ($7.9 billion) and insurance ($6.6 billion).


Ad Age’s radio figures include national spot and local ad sales and exclude network radio.

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