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Media Monitors: Home Improvement, Wireless Advertisers Remain Strong.


In this season of outdoor decks and grills, lawn care, and summer home improvement projects, it’s no surprise that home center and hardware chains again dominate Media Monitors’ ranking of the top national radio advertisers for the week of Jun. 24-30, with Lowe’s finishing first with 68,737 spots, and Home Depot third with 50,931.


While Lowe’s and Home Depot are far-and-away the largest radio advertisers in the home center category, also showing up on Media Monitors’ top 100 are Harbor Freight (No. 60) and Menards (No. 69).


Slipping from the top spot to second is Progressive (53,982), while insurance competitor All-State drops from ninth to 12th. Six insurance providers are represented on the top 100, with State Farm ranked next at No. 41.


As was the case the prior week, wireless carrier advertisers again placed two in the top 10, matching home centers’ total, as T-Mobile (47,082) moves from second to fourth, while Straight Talk (29,603) enters the region at No. 8, up from 14. Verizon Wireless, No. 8 the prior week, lands at No. 23.


Babbel (41,939) has the educational tools category all to itself as it again claims fifth-place. ZipRecruiter (35,252), the employment services ad leader, moves from seventh to sixth, while competitor Indeed sits at No. 29.


Swooping in at No. 7 is Discover (30,810), ahead of three other advertisers in the banks-credit unions-mortgage-finance services space, including Chase ranked at No. 22 and Capital One at No. 28. Other categories represented in the top 10 are food and beverages, with PepsiCo’s Mountain Dew/Pepsi Zero Sugar/Starry campaign (29,129) in at No. 9 from 80th the prior week, and bedding retailers with Mattress Firm (28,856) moving from No. 30 to No. 10.


For the week of June 24-30, 2024, the complete top 10 list is as follows: Lowe’s, Progressive, The Home Depot, T-Mobile, Babbel, Grainger, ZipRecruiter, Discover, Straight Talk, Mtn Dew-Pepsi Zero Sugar-Starry and Mattress Firm.



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