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Wireless, Retail, Pharma Dominate Pre-Christmas Airwaves.


In the second to last shopping week leading up to the Christmas holiday, wireless carriers are occupying large swaths of radio ad inventory. Five wireless providers dot the top 15 radio advertisers for the week of Dec. 11-17, and eight are found in the top 100.


Dish Wireless had two of its brands in the top ten: Boost Infinite (1-3, with 59,190 spot airings) and Boost Mobile (8-6, with 41,830). Also in the top 10 are Cricket Wireless (4-7, 41,826), TracFone’s Straight Talk (No. 11, 33,624) and Verizon Wireless (No. 12, 28,839). Further down the tally are Consumer Cellular at No. 42, Metro By T-Mobile at No. 65, and T-Mobile at No. 91.


Retailers are in discount mode and using radio to drive shoppers into stores and online. With 46,582 spots, Macy’s is out front among department stores, moving up the Media Monitors charts 7-4. Target is in the hunt with 20,392 spot occurrences to land at No. 20. Then it’s Kohl’s at No. 27, JC Penney at No. 30, and Burlington at No. 86.


However it is home center Lowe’s that asserts its dominance in the lead-up to the holiday. Pushing last-minute gifts and deep discounts, the home retailer aired a staggering 70,376 spots on broadcast radio in the 7-day period to move up 2-1, pushing last week’s chart-topping Boost Infinite down to No. 3 and pulling ahead of Pfizer (3-2). Rival The Home Depot is sitting this week out.


Pfizer has some company among prescription drug manufacturers in radio’s top 5 this week. Biohaven Pharmaceuticals aired 45,241 spots for Nurtec ODT, a medication used for the acute treatment of migraine with or without aura in adults and the prophylactic/preventive treatment of episodic migraine in adults.


And with around 104 million Americans expected to hit the road for holiday travel, the National Highway Traffic Safety Administration (NHTSA) torqued up its radio weight to the tune of 25,257 spots to place at No. 14.


For the week of Dec. 11-17, 2023, the top ten on the Media Monitors tally are Lowe’s at 1, Pfizer at 2, Boost Infinite at 3, Macy’s at 4, Nurtec ODT at 5, Boost Mobile at 6, Cricket at 7, Vicks at 8, Wendy’s at 9, and Discover at 10.



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