Home Improvement’s End-Of-Summer Strength


The kids are back to school. The hot and humid weather will soon end. With autumn around the corner comes “home improvement season” in many parts of the U.S.

That’s one big reason why the nation’s two-largest DIY home stores are some of the most active advertisers in August. One is a major user of radio, while its competitor is now a Top 5 brand at the AMs and FMs tracked by Media Monitors.

As shown below, The Home Depot is the largest paid brand using radio for the week ending August 19, and the only brand with more than 50,000 spots.

For several weeks, Lowe’s — the biggest retail competitor — was far behind in spot activity.

Last week, Lowe’s advanced to No. 5 from No. 15. But, it did so with just under 30,000 spots.

GEICO, Hyundai and Indeed.com are other notable brands in the Spot Ten.

Here’s this week’s report, in full: