For a look at how seasonal marketers use radio, the latest spot count tally from Media Monitors provides as good a barometer as any. Tax season is underway – the filing deadline this year is April 18 – and there are several new tax changes to keep track of. For the week of Jan. 24-30, five tax prep services are among radio’s top 100 advertisers: Jackson Hewitt leads the list at No. 11 with 29,835 spot occurrences, followed by Liberty Tax Service at No. 12 (27,561), Optima Tax Relief at No. 26 (16,385), Tax Slayer at No. 56 (11,400) and Tax Act (No. 58, 11,108).
It's also cold and flu season and Procter & Gamble places cold medicine Vicks in the top 15 radio advertisers based on spot volume with 23,903 detections. As COVID cases drop and hospitalization and deaths rise, the Centers For Disease Control (No. 46, 13,752) and the Department of Health & Human Services (No. 59, 11,045) continue to keep radio part of their marketing mix.
Planet Fitness is targeting Americans ready to work off their COVID bod in the gym with 16,859 spots to rank at No. 31.
Frank’s RedHot, a go-to ingredient for chicken wings during post-season football, is No. 23 with 19,430 spots in the 95 markets tracked by Media Monitors. DraftKings, meanwhile, is looking to lure new customers ready to wager on the games with 15,570 commercials for its sports betting app, to rank at No. 38.
Meanwhile, in the fast-food wars, Wendy’s cranks up the volume on its radio advertising with 34,762 spots for a 31-8 get-out-of-the-way move. That’s two-thirds more than the 20,766 spots aired by perennial QSR leader McDonald’s during the same time span, making Wendy’s the week’s top fast-food advertiser on radio.
In the retail space, Kohl’s continues to out-market Macy’s on AM/FM, with 20,965 spots for the former (No. 19), compared to 16,793 for the latter (No. 32).
For the week of Jan. 24-30, 2022, the top 10 on the Media Monitors list are Indeed at 1, iHeartRadio at 2, Get Upside at 3, Babbel at 4, Progressive at 5, Lowe’s at 6, iHeartMedia’s “Welcome To Our Show” podcast at 7, Wendy’s at 8, ZipRecruiter at 9 and Cavalry Audio’s “The Shadow Girls” podcast at 10.