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Spot Count: P&G Places Two In Top 10; Progressive Roars Back.


Procter & Gamble, radio’s largest parent company advertiser, places two brands in the top 10 this past week. That’s a first for the consumer-packaged goods giant. But the big story on Action News is the return of Progressive as the top paid advertiser. The insurance brand, with its expanding cast of characters, makes a get-out-of-the way 88-2 move up the spot count chart with 50,812 spots aired the week of Oct. 17-23. That makes it second only to iHeartRadio, which ran 57,546 free promos this past week.


Progressive was radio’s second largest account in the first six months of 2022, trailing only job recruitment service Indeed. But after spending much of the second half at either No. 2 or No. 1, Flo and company took a brief breather.


Procter & Gamble, meanwhile, has two brands in the top 10: cleaning & household products line Swiffer at No. 5 with 38,370 spots. That’s down from No. 1 the week prior. And cold remedy products Vicks, which lands in the top 10 as a seasonal advertiser we’ll likely be hearing a lot from in the coming months. Swiffer and Vicks are among nine P&G advertisers in the latest top 100 from Media Monitors, which tracks national advertising in 100 markets.


Also in the seasonal swing is the Centers For Disease Control & Prevention. The government agency is using radio to get Americans to roll up their sleeves for the latest COVID booster shot. CDC rises 26-6, thanks to 33,742 spots.


There are four Big Pharma advertisers for the week: Pfizer’s Ibrance at No. 34, Myovant Sciences GmbH-Pfizer’s Orgovyx at No. 43, Pfizer’s Paxlovid at No. 66 and AbbVie’s Creon at No. 75.


No fewer than five Fast Casual-Quick Service Restaurants made the top 100 this week, led by perennial leader McDonald’s at No. 12, followed by Chick-fil-A at 15, Taco Bell at 33, Wendy’s at 36, and Dunkin at No. 59.


For the week of Oct. 17-23, 2022, the top ten on the Media Monitors tally are iHeartRadio at 1, Progressive at 2, Indeed at 3, ZipRecruiter at 4, Swiffer at 5, Centers For Disease Control at 6, Lowe’s at 7, Walgreens at 8, Babbel at 9, and Vicks at 10.



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