Spot 10: Progressive’s Big Move, Cannabis Service Hits Airwaves.


Heading into Thanksgiving week, Progressive returns to radio’s top 10 advertisers after two weeks further down the list. The insurance brand, with its expanding cast of characters, makes a 48-3 move, trailing only employment service Indeed among paid advertisers. Progressive nearly quadrupled its spot count to more than 46,000 spots last week to lead all insurance carriers, which also include State Farm at 22, Liberty Mutual Insurance at 34, United HealthCare at 49, GEICO at 58 and SelectQuote at 73.


Moving 12-8, Mattress Firm doubles its ad weight to 29,100 ads, putting the Bedding Retailer & Manufacturer back in the top 10 for the first time since the week of Aug. 29 – Sept 4. Rival Sleep Number is a distant second in the category, ranked No.72 with 8,170 airings, according to Media Monitors. Missing in action are Tempur-Pedic and MyPillow – neither has placed in the top 100 list since 2020.


Encouraging Americans to get their COVID-19 vaccine booster shots ahead of the winter cold season, BioNTech-Pfizer soars 31-9 with 28,544 commercials.


ULTA, meantime, posts its highest ranking in five years. The only entry in the Salons-Hair Products-Beauty Services & Supplies category aired 28,377 spots to advance 14-10. ULTA didn’t place among the top 100 radio accounts in the first half of 2022.


Paramount Network turns up the juice on its ad campaign with 20,388 spots to rank No. 19. It is the only TV and Cable TV entry on the current chart. ABC and Nexstar Media Group’s NewsNation, which both placed the prior week, are MIA in the latest report.


Upside, the mobile app that allows users to save on gas and grocery purchases, moves down to No. 29. 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.


Meanwhile, Veriheal, a service that helps patients find cannabis physicians that may recommend them for medical marijuana within their state, makes its debut on the spot count tally at No. 96. It ran 6,438 spots last week, making it the only advertiser in the Marijuana Products & Services category.


For the week of Nov. 14-20, 2022, the top ten on the Media Monitors tally are iHeartRadio at 1, Indeed at 2, Progressive at 3, Lowe’s at 4, ZipRecruiter at 5, The Home Depot at 6, Swiffer at 7, Mattress Firm at 8, BioNTech-Pfizer at 9 and ULTA Beauty at 10.



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