Federal dollars continue to fuel broadcast radio’s advertising opportunities, as the COVID-19 pandemic wreaks havoc on marketing and branding budgets across most categories.
While auto insurance specialists and DIY big-box home improvement stores are certainly present in the latest Media Monitors Spot Ten Radio report, it is the U.S. Social Security Administration and the U.S. Census Bureau that are among the biggest users of AM and FM radio.
For the week ending May 3, some 79,297 spots detected by iHeart-owned Media Monitors were attributed to the Social Security Administration.
For the Census Bureau, some 54,272 spots were detected at the stations monitored by Media Monitors.
Otherwise, The Home Depot and Progressive are the two largest regular paid advertisers at radio, with GEICO, Babbel, Quicken Loans and Allstate painting a picture of two solid categories at radio some seven weeks in to the COVID-19 pandemic.