Keeping its heavy radio flight going, Mattress Firm barrels into fourth place among radio’s top weekly advertisers, based on spot volume. That’s up from seventh the week prior and No. 28 the week before that. In just two weeks, Mattress Firm has doubled its spot count from 19,010 for the week of June 20-26 to 40,450 from July 4-10. The largest Bedding Retailer and Manufacturer in the U.S. employed a similar radio strategy for its monthlong July Fourth sale last year. Only in 2022, the heavy campaign marked its highest weekly rank in years.
Recruitment advertising, a growing category at radio, places two accounts in the week’s top 10: Indeed at No. 2 with 65,403 occurrences and ZipRecruiter, which jumps from No. 12 to No. 7 with 32,58 detections. As Inside Radio reported last week, Indeed remained radio’s top advertiser for the first six months of 2022 while competitor ZipRecruiter ranked fourth in the mid-year tally.
Meanwhile, Industrial Manufacturing and Supplier Grainger, the No. 21 advertiser of the first half of 2022, returns to the top 10 for the first time in a month with 34,233 spots.
In other highlights of the latest spot count tally from Media Monitors, QC Kinetix maintains its heavy radio presence with 23,778 detections to rank No. 17. The Diagnostic & Medical Services provider, which barely made the list of radio’s top 100 advertisers in 2021, was one of the biggest gainers in the half-year tally
The new weekly chart shows retailers cooling down a bit from the week before. After tripling its weekly spot placements to 46,890 airings in the days leading up to the Fourth of July, Macy’s reduces its weight to 23,351 to finish at No. 19. On the other hand, Kohl’s is running more ads than the week before the Independence Day holiday, moving 30-18 with 23,662 spots.
For the week of July 4-10, 2022, the top ten on the Media Monitors tally are, Upside at 1, Indeed at 2, iHeartRadio at 3, Mattress Firm at 4, DuckDuck Go at 5, Grainger at 6, ZipRecruiter at 7, AutoZone at 8, Lowe’s at 9 and The Home Depot at 10.