As we’ve been underscoring so much lately here and here, it is now being confirmed: According to the latest Mediaguide review of radio advertising across the US, it appears that ad placement in Retail and Quick Serve Restaurant (QSR) categories show a marked improvement in 1Q 2010 compared to 1Q 2009.
By category: QSR showed a whopping 61% increase in 1Q 2010 over 1Q 2009, with McDonald’s, Burger King and Wendy’s, respectively, doing the bulk of the radio advertising. Other QSR advertisers that are showing promise are Panera Bread and Romano’s Macaroni Grill.
In Retail, Walmart is the big radio spender with a 37% increase over 1Q 2009, followed closely by Macy’s with a 34% increase. JC Penney and Kohl’s Department Stores come up the rear with 9% and 8% increases in radio ad plays.
“We’re carefully monitoring radio ad placement to provide accurate data to advertisers and their agencies to track radio campaigns across markets, networks and stations, and to have competitive insight into how their media buying compares to others in the same business category,” commented Mediaguide EVP Advertising Sales, Joan Gerberding. “In today’s fragmented media environment and in the current economy, it’s crucial for advertisers to have in-depth strategic intelligence.”
Mediaguide uses proprietary digital fingerprinting and watermarking technology to monitor and measure music and advertisement airplay on more than 2500 commercial, non-commercial and college radio stations in over 150 MSAs, real time, 24/7.