Among the mainstay marketers within the latest top 10 tally from Media Monitors are a pair of newcomers that have gone all in on broadcast radio. Uber Technologies, whose products include its signature ride-sharing service as well as Uber Eats, debuted at No. 8 with 32,479 spots for the week of May 3-9. Uber, which has previously only dabbled in radio, is running a campaign offering additional financial incentives to recruit drivers for its food delivery service.
Global Citizen, meanwhile, is back on the air after a multi-year absence. The international advocacy organization fighting to end extreme poverty ranked within radio’s top 10 for a second consecutive week with spots promoting VAX LIVE: The Concert to Reunite the World. The global broadcast and streaming special aired this past Saturday on multiple TV networks and iHeartRadio, hosted by Selena Gomez, with performances by Jennifer Lopez, Foo Fighters and other acts. Global Citizen ran 42,814 spots for a second week at No. 5, providing another example of marketers using radio to drive TV tune-in.
The latest list offers more instances of iHeartMedia using its broadcast bullhorn to build awareness and drive tune-in for its podcast network shows. Last year iHeart aired $100 million worth of promotional announcements for podcasts on its radio stations. For the latest Media Monitors reporting week, it aired 39,208 promos for the podcast “Money Rehab With Nicole Pain,” which held a second straight week at No. 6 on the tally. Another 30,262 promos aired for its “Camp Hell Anneewakee” podcast, which ranked No. 10.
They’re not the only one using AM/FM to build podcast audiences. Dell Technologies ran 8,416 spots for its Small Business PodFerence series, billed as “the world’s first small business podcast conference.”
For the week of May 3-9, 2021, the top 10 on the Media Monitors tally are iHeartRadio at 1, Indeed at 2, Progressive at 3, Babbel at 4, Vax Live at 5, “Money Rehab With Nicole Pain” podcast at 6, ZipRecruiter at 7, Uber Technologies at 8, GEICO at 9, and “Camp Hell Anneewakee” podcast at 10.