Financial services is among the categories radio industry leaders expect to see growth in 2023. The latest spot count tally shows three accounts in the Banks, Credit Unions, Mortgage and Financial Services category among radio’s top 100 advertisers.
Discover Financial Services, which has traditionally bobbed to and fro within the top 100, is spending a third consecutive week in the top ten after roosting in the teens for most of December and November. A regular radio user for years and the No. 35 radio advertiser of the first half of 2022, Discover began the new year at No. 6, ranked eighth in the second week of the year and now is No. 9 for the week of Jan. 16-22 with 32,069 spots for its Discover card. Discover is joined in the category by two comrades: Capital One at No. 21 and Chase at No. 33.
The Medical/Pharma category is another one where radio execs predict growth in 2023. Within that broad category, 15 companies are marketing their products on broadcast radio, including six prescription medications. Pfizer is the most aggressive prescription drug maker on radio with Paxlovid continuing in the top 10 with 34,412 airings, while sister brand Ibrance is No. 42 with 12,821 airings. AbbVie also places two prescription medications in the latest top 100: Creon at No. 54 and Skyrizi at No. 71. Orgovyx from Myovant Sciences GmbH-Pfizer is No. 87 and Prevnar 20 from Wyeth Pharmaceuticals is No. 98. In addition, a pair of pharma companies dot the top 100: BioNTech-Pfizer at No. 31 and Bristol Myers Squibb Pfizer at No. 47. Other medical advertisers include Vicks at 11, QC Kinetix at No. 14, Walgreens at No. 40, Navage at No. 50, ZzzQuill at No. 65, Pepto Bismol at No. 73, and Prilosec OTC at No. 74.
Employment services, another growth category, places Zip Recruiter at 7, while Indeed, the top radio account of the first half of 2022, has pressed pause on radio for December and January.
For the week of Jan. 16-22, 2023, the top ten on the Media Monitors tally are iHeartRadio at 1, “The Most Dramatic Podcast Ever With Chris Harrison” at 2, Lowe’s at 3, Babbel at 4, Progressive at 5, Upside at 6, ZipRecruiter at 7, Paxlovid at 8, Discover at 9 and Swiffer at 10.
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