Mid-Year Report: Here Are Radio’s Top Advertisers In 2022, So Far.


After dominating the AM/FM airwaves in 2021, Indeed continued as radio’s top advertiser for the first six months of 2022. The online employment recruiting service aired 1.67 million spots on U.S. broadcast radio from January through June 2022, pacing ahead of 2021’s full-year total of 2.53 million occurrences, according to new data from Media Monitors. Indeed apparently likes the results it’s getting from the radio investment. The brand ran more radio spots in the first half of 2022 than it aired in all of 2020 (1.17 million).


Indeed’s expanding on-air presence is more evidence of the growth of the recruitment category on radio. With 934,732 spots in the first half of 2022, competitor ZipRecruiter ranked fourth in the tally.


Progressive, which topped the list in 2020 and placed second in 2021, repeats in the No. 2 position for H1 2022 with 1.26 million spot detections, per Media Monitors which tracks advertising in 100 markets. Progressive is one of five insurance companies in the top 20, followed by GEICO at 13, Liberty Mutual Insurance at 16, Allstate at 18 and State Farm at 19.With 3.28 million airings, no category accounts for more spot placements in the top 20 so far this year.


Radio ‘Upside’


Upside, the mobile app that allows users to save on gas and grocery purchases, ranked third in the first half with 1.14 million spot detections. The brand, formerly known as Get Upside, is a good example of an account that has used radio to help grow its business. Launched in January 2016, it has slowly added retailers, opened new offices and closed new funding rounds in the ensuing years. Upside first used radio, sparingly, in 2019 and 2020. The floodgates opened in 2021 when it was radio’s eleventh largest advertiser with 1.21 million spots detected. In the first six months of 2022 it ran almost as many ads as it did in all of last year to rank third in the mid-year report with 1.14 million spot airings.


Online Businesses Dominate Top Five


With 931,325 occurrences, language learning app Babbel rounds out the top five, at a pace consistent with the 1.76 million spots aired in full year 2021. That means four of the top five advertisers are primarily online-based businesses, using radio to drive traffic to their websites and apps.


Auto parts retailer AutoZone makes a big jump to No. 6 on the mid-year tally with 609,486 spots. That’s up from No. 19 in 2021 (977,116), No. 14 in 2020 (1.07 million ) and No. 15 in 2019 (848,282). It is one of two auto parts chains in the top 25, leading competitor O’Reilly Auto Parts at No. 23 with 436,317.


But AutoZone’s leap is dwarfed by that of DuckDuckGo. The online privacy service finishes seventh on the mid-year list with 600,251 airings. That’s in the ballpark of its entire full-year 2021 allocation of 716,037 when it ranked No. 29. And more than double the 272,276 occasions in full year 2020.


Radio Mainstays


The Home Depot is slowly heading the other way, even though it remains one of radio’s biggest accounts. With 596,076 spots aired from January through June 2022, the home improvement retailer ranks No. 8 after finishing at No. 5 in 2021, No. 3 in 2020 and No. 1 in 2019. Rival Lowe’s, a top 5 advertiser in 2020 and 2019 that slipped to No. 13 in 2021, is No. 17 in mid-year 2022.


McDonald’s once again reigns supreme as radio’s top quick-serve restaurant advertiser with 573,265 first half occurrences to rank ninth. The Golden Arches was No. 7 for full year 2021, No. 13 in 2020 and No. 4 in 2019.


Macy’s is tracking at a similar pace to last year with 571,206 detections to rank tenth. That’s on pace with last year’s 1.17 million spots to rank seventh.


Among the biggest gainers in the half-year tally are online retailer eBay, which came it at No. 11 after not placing in the top 100 last year; cellular provider Straight Talk (78 in 2021, 12 in H1 2022): QC Kinetix (93-15), BioNTech-Pfizer (66-22), DQ Dairy Queen (74-28) and Xfinity Int-Wireless (57-30).

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