Spot Radio’s OK for Circle K


It’s another steady-as-she-goes week for advertisers using national radio to reach consumers.

That said, a popular heritage convenience store chain is now in the Media Monitors Spot Ten Radio report … and it’s a place we paid $3.59 a gallon for gasoline while visiting St. Petersburg, Fla., on Friday.

Our shout-out goes to Circle K, which has a formidable footprint of quick-mart and fill-up sites across the U.S. With 7 Eleven stores expanding of late and competition in Florida from Philadelphia-area legend WAWA, the convenience store category is hot.

Furthermore, as Mintel research conducted in 2011 shows, African Americans overindex in their frequency and purchasing of goods at convenience stores, compared to the total population. This hasn’t changed today, giving the category a unique opportunity at Radio, given the R&B and hip-hop formats that make FM a prime listener destination in markets with a sizable Black population.

Overall, Circle K is No. 10 on the latest Spot Ten Radio report. It’s the lone new entrant, as Indeed remains the big No. 1 and both Progressive and Babbel continue their strong use of spot radio. In particular, Babbel spots were heard Saturday evening on WWLL-FM in Sebring, Fla., and have been heard on stations in Cambria, Calif.

This illustrates the continued importance of national radio in a media mix, and how brands can capitalize on reaching unique audiences in non-rated markets.