As mid-August approached at broadcast radio, the race for supremacy among auto insurance specialists significantly widened. One familiar brand decreased its spot frequency, while the other held steady — keeping at the top of the Media Monitors Spot Ten Radio report.
That would be Progressive, which has greatly widened its lead over GEICO in the latest report.
Meanwhile, Babbel remains a strong paid advertiser at radio.
The other takeaway in the latest report: iHeartMedia spots for its own podcasts take the No. 3, No. 4 and No. 5 spots, while other iHeart spots are at No. 7 and No. 8, distorting the report.
RBR+TVBR does not consider iHeart spots in the same manner as those fully paid by a brand or advertiser, as they are relatively internal with no real external dollars transacted.