Media Monitors details latest on BP advertising

Media Monitors, the leader in broadcast and cable monitoring, released once again the figures for advertising that BP has run on Radio, TV and Cable that they have monitored since April 20. They include the dollars spent (AdRev™) on radio for each week during the analysis.

In the weeks after the explosion in the Gulf on April 20, 2010, BP pulled all its ads until they readied a campaign to address the issues of the Oil Spill. On 6/3, PB launched their first campaign ‘BP Has Taken Full Responsibility’ on TV that featured Tony Hayward, their CEO.  On June 19, 2010, Tony Hayward was pulled out of the BP operations in the Gulf, and was also replaced as the face of BP in its media campaigns.

BP has announced that the cost of the oil leak in the Gulf has cost the company more than $3 billion and growing. The current campaign on radio features one of their local owners of a BP station talking about standing behind BP and appealing to the local business aspect of the relationship with the company. While on TV, Darryl Willis, BP Claims, explains how the claims work and also attempts to make a connection between the company and the people who work for them. Here are the totals to date:

Radio once again increases to 2,608 spots, while the TV stations that Media Monitors watches showed a slight decrease over the holiday weekend. Cable increased the most,  adding more than 1,000 spots.  According to Media Monitors AdRev™ figures, BP has spent $780,499 on radio since the oil rig failure in April.

To put these figures in perspective, last week BP ran 2,608 spots on radio, while the #1 advertiser on radio for the same period was The Home Depot who ran 74,884 spots. And another question that many are asking, where are they targeting their advertising? Here are the top 20 markets they are buying.

On Radio: