The number of new unique creative on radio increased by 44.6% in April, with 20,933 more instances than in April 2020.
That’s the positive news for AM and FM radio station owners seeking to bring their ad revenue out of the pandemic-driven doldrums, courtesy of iHeartMedia-owned Media Monitors.
And, Media Monitors adds, this trend continued through the first week of May, with an increase of 2,710 new unique creative over the same period in 2020.
That said, of the top two “new” advertisers to radio, one is a one-off: VAX LIVE, a benefit concert.
The other is VELO, a tobacco-free nicotine product.
Meanwhile, the top new creative category on radio was … Podcasting.
Live theater advertising was the number two category, followed by employment recruitment spots.
“Interest in radio is rising, especially as the economy begins to reopen,” Philippe Generali, President and CEO of Media Monitors, said. “Entertainment providers, event venues and employers have a history of using the medium to reach target audiences. We expect this trend to continue as consumers return to in-person activities.”
On broadcast television and cable, new automobile advertisers led the way, with the Hyundai Santa Fe Hybrid at No. 1 and the Kia Carnival holding the No. 2 spot.
Cars and trucks was the top new creative category on TV and cable, with 56,408 spots. That was followed by political advertising and the food and beverage category.
NEW RADIO ADVERTISERS: APRIL 2021
NEW BROADCAST & CABLE TV ADVERTISERS – APRIL 2021
