After vanishing from the airwaves at the end of last year, Target is back on the radio in a big way. The discount department store chain ran 33,182 spots for the week of May 29-June 4 to pole-vault into the top 10 at No. 5. Target hadn’t placed among radio’s top 100 advertisers since the week before Christmas 2022 when it aired 11,673 spots to rank No. 47.
In fact, Target only advertised on radio in 2022 during the Christmas shopping months of November and December. And it never came within striking distance of the top 10. Now it is using radio to market Father’s Day sales across its 1,954 stores in the U.S.
That put Target ahead of Macy’s among department store advertisers last week on radio. Macy’s, radio’s perennial top department store advertiser, placed 28,829 spots to move 14-10 on the Media Monitors spot count chart.
Meanwhile, the country’s two home improvement retailers are keeping their AM/FM presence high. “It’s time for summer doing,” declares The Home Depot, which placed more than 40,000 spots on broadcast radio to rank fourth, down from second one week earlier. Competitor Lowe’s ran 29,091 to finish eighth, down one notch from No. 7 the week before.
Procter & Gamble’s Swiffer line of home cleaning products more than doubled its spot count to 28,829 from 13,337 to surge 38-9 on the tally. Swiffer is one of ten P&G brands among the top 100. The consumer packaged goods giant remained radio’s top parent company advertiser in 2022, investing $233.6 million in the medium, according to advertising intelligence firm Vivvix. P&G increased its radio allocation roughly 48% last year while reducing its linear TV spending by 17%. However, P&G boosted its investment in ad-supported video on demand (AVOD) as eyeballs moved from broadcast TV to connected TV/streaming.
Promos for the iHeartRadio streaming app are absent from the latest Media Monitors list, although the audio company aired 20,742 promos for the iHeartRadio Music Festival to rank No. 16.
And in a sure sign that summer is finally here, at least unofficially, sellers of ice cream and other seasonal confections are out in force on the radio. Blue Bell Creameries aired 10,968 spots (ranked No. 52) while DQ Dairy Queen bought 9,335 to rank No. 63. And among alcoholic beverages, the Boston Beer Company’s Twisted Tea placed 6,980 spots while Heineken Silver ran 6,127 spots to land at No. 98.
For the week of May 29-June 4, 2023, the top 10 on the Media Monitors tally are Progressive at 1, Upside at 2, Babbel at 3, The Home Depot at 4, Target at 5, Verizon Wireless at 6, ZipRecruiter at 7, Lowe’s at 8, Swiffer at 9, and Macy’s at 10.
Kommentare