After two weeks of tapping the brakes on its radio schedule Progressive Insurance barreled back into the upper reaches of the industry’s top advertisers for the week of July 11-17, landing at No. 2 with 62,733 spots. That’s more than double what the insurance brand ran in the two prior weeks combined. The resurgence puts Progressive back where it has been most of the year. The brand known for advertising mascot Flo was radio’s second biggest account from January through June of 2022.
Insurance is one of radio’s largest categories with six carriers in the latest weekly Top 100. They include State Farm at 17, Allstate at 19, Liberty Mutual Insurance at 23, GEICO at 59 and SelectQuote at 83. GEICO is not fully back to where it usually places on the latest weekly ranker from Media Monitors, which tracks national advertising in 100 markets. It was radio’s 13th biggest account at mid-year.
Apart from Progressive returning to the top 10, the rest of radio’s biggest advertisers for the week are relatively unchanged.
‘We’ll Leave The Light On’
Like most hotel chains, Hilton Worldwide stopped advertising on radio in March 2020. It sat on the sidelines for more than two years of COVID until June of this year, when it consistently returned to the airwaves to market its hotel brands to summertime travelers. The new chart shows Hilton spending a fifth week among the top 100 radio advertisers at No. 39 with 15,409 spot occurrences. Motel 6 is the only other hotel chain on the latest weekly list with 11,613 spots to rank No. 52.
In Inside Radio’s Second Half Outlook, some broadcasters pointed to medical as a growing category for the back half of the year. There are a total seven medical-related advertisers in the latest weekly top 100, including a trio of prescription drug manufacturers – Wyeth Pharmaceutical’s Prevnar 20 at No. 62, Pfizer’s Paxlovid at No. 71, and AbbVie-Ironwood Pharmaceutical’s Linzess at No. 90. The Diagnostic & Medical Services category placed two: QC Kinetix at No. 15 and Rhino System’s Navage at No. 93. And non-prescription products and remedies include two Procter & Gamble brands: ZzzQuill at 69, and Pepto-Bismal at 91.
For the week of July 11-17, 2022, the top ten on the Media Monitors tally are Upside at 1, Progressive at 2, Indeed at 3, DuckDuckGo at 4, Lowe’s at 5, ZipRecruiter at 6, iHeartRadio at 7, Grainger at 8, Macy’s at 9 and Babbel at 10.
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