Is there any one advertiser who has the same level of presence on spot radio as auto insurance specialist GEICO?
There are few brands who are as committed to the media, in terms of the number of weekly spots it purchases on AM and FM stations tracked by Media Monitors. But, one stands out.
For the week ending May 12, GEICO was the top advertiser using spot radio thanks to some 44,485 commercials detected on the stations tracked by iHeartMedia-owned Media Monitors. By comparison, The Home Depot — perhaps the No. 2 paid advertiser at radio — was No. 2 by fully paid spot count, with 33,333 spots during the week.
Go forward by one week, and for the seven-day period ending May 19 The Home Depot was the big No. 1 at spot radio, with a whopping 90,800 spot plays seen in the week.
GEICO dipped to No. 2 by fully paid ads, even as the total spots attributed to the auto insurance specialist grew to 45,971.
Brick-and-mortar retail — the subject of a Media Finance Focus session Monday on advertisers in trouble — remains strong, with Macy’s in the latest Spot Ten.
Here’s the latest report, in full: