As scores of Americans hit the road for Labor Day Weekend excursions, the U.S. Government peppered the radio waves with 44,711 safe driving messages. That made the National Highway Traffic Safety Administration the top radio advertiser, based on spot volume, during the week of Aug. 28- Sept. 3. It was the second consecutive week at the top for NHTSA, which typically blitzes the airwaves during holiday periods when the roads are clogged with weekend travelers.
But three-day weekends aren’t all fun and games. The nation’s largest home improvement retailers both landed in the top 10 with the Home Depot out in front with 43,365 spot airings (climbing 4-3) and Lowe’s with 29,749 (advancing 18-10).
The home improvement ad spending on radio is likely to continue into the fall as leaf blowers and rakes become must-have tools for homeowners.
Wendy’s continues its reign as radio’s top fast food advertiser with 44,376 spots to move 3-2 up the latest Media Monitors spot count chart. That’s more than double the 19,473 spots run by competitor McDonald’s for the most recent monitoring week. With about 90% of its stores now open until midnight or later, Wendy’s cranked up its radio weight into overdrive this summer. Taco Bell (No. 34) and Dunkin (No. 52) were the only other Fast Casual-Quick Service Restaurants among radio’s top advertisers for the week.
Mattress Firm, another retailer taking advantage of Labor Day shoppers, returned to the top 10 (12-9). Rival Sleep Number is No. 44 with 12,307 spots aired.
Procter & Gamble’s Vicks cold remedy product muscles 10-4 to reach its loftiest position on the chart in more than three years.
For the week of Aug. 28- Sept. 3, 2023, the top ten on the Media Monitors tally are National Highway Traffic Safety Administration at 1, Wendy’s at 2, The Home Depot at 3, Vicks at 4, “Nothing Much Happens” podcast at 5, Babbel at 6, Zip Recruiter at 7, Discover at 8, Mattress Firm at 9 and Lowe’s at 10.
