After a summer of wild ups and downs, radio advertising finally got to enjoy a week of steadiness. According to Media Monitors, the total spot plays for the top five advertisers were 215,051, just slightly below last week’s total of 216,386.
The National Highway Traffic Safety Administration maintained its top spot, airing 44,711 spots, showing a slight dip from last week’s 46,392. In the number two position, Wendy’s almost tied NHTSA, coming in with 44,376 spot plays – up slightly from last week’s 44,185.
The Home Depot continued its strong presence through the Labor Day festivities. It secured the third position with 43,365 spots, compared to last week’s 43,519.
With the impending change in the seasons, Vicks joined the rankings this week, claiming the fourth spot with 42,935 spot plays. Rounding out the top five was Babbel, which saw a slight increase from last week, airing 39,664 spots this week compared to 38,839 last week.
The average spot plays per advertiser also showed little fluctuation, registering at 43,010.2, down from last week’s average of 43,277.2.
As we transition into the final quarter of the year, the consistency among top radio advertisers may suggest a more stable market, even while making room for new entrants like Vicks. With the holiday season approaching and economic variables still in play, it remains to be seen whether this stability will continue.
