Using the reach of radio to drive tune-in is nothing new. TV networks have for years relied on the strategy to create buzz and drive eyeballs to new shows. Now, nearly two years after NBCUniversal launched Peacock, the over-the-top video streaming service is back on the radio looking to drum up new subscribers. Peacock aired 12,447 spots the week of Feb. 14-20, to rank at No. 54 on the latest Media Monitors spot count tally.
Peacock isn’t the only streaming video brand using radio in its media mix. DirectTV Stream is No. 47 with 13,612 spots and Warner Media’s HBO Max is No. 99 with 6,458 airings. In the streaming audio category, Amazon is employing radio to drive ears to its Audible audiobook service with 9,085 spots, placing it at No. 71.
In the broader Wireless & Internet service category, GetUpside, the app that partners with businesses to give cash back on everyday purchases, is No. 16 while online privacy provider DuckDuck Go is No.18. Three Wireless Carriers hit the air to advertise deals, led by Straight Talk at No. 37, Total Wireless at No. 57, and Tracfone at No. 61. Missing in action are Sprint, T-Mobile, Metro By T-Mobile, Cricket and Boost Mobile.
To promote President’s Day mattress sales, Mattress Firm boosted its radio outlay to 28,938 spot occurrences, jumping 16-10. That’s three times as many as rival Sleep Number, which aired 10,290 spots to land at No. 65.
Consumers with gadgets, screens and software on their President’s Day shopping lists heard about bargains from computer manufacturer Dell at No. 16 with 30,212 spots and office and computer supplies retailer Staples at No. 43 with 14,284 spots.
As companies of every size and stripe continue to recruit candidates to fill job openings caused by the Great Resignation, employment services occupy two positions in the top10: Indeed, which remains at No. 1 for a second consecutive week with 65,640 spot detections; and ZipRecruiter at No. 8 with 29,886 spots. The recruitment division of AutoZone squeaks in at No. 100 with 6,403 spots. That’s in addition to the 15,524 ads AutoZone aired for its chain of auto parts stores.
Meanwhile, the Lasik Vision Institute logs a second week in the top ten this year, clocking in at No. 6 with 30,326 detections. The Eye Care Products provider returned to the AM/FM airwaves in early February at No. 22 with 20,841 spots.
Convenience store/gas retailer Circle K aired 25,520 spots, putting it at No. 14, its highest showing since Oct 11-17, 2021.
For the week of Feb. 14-20, 2022, the top 10 on the Media Monitors list are Indeed at 1, iHeartRadio at 2, Progressive at 3, the “Ridiculous Crime” podcast at 4, Babbel at 5, The Lasik Vision Institute at 6, Dell at 7, ZipRecruiter at 8, Grainger at 9 and Mattress Firm at 10.