
The first Media Monitors Spot Ten Radio rankings of the new year reveal a new king of the hill, as the list sees a huge shakeup among the highest-spending radio advertisers. Notably absent from the list is Progressive Insurance, which spent much of 2024 at the top.
In its places, Babbel has climbed to number one, becoming the most-aired ad across monitored markets. The language-learning platform surged from its previous position at number 10. In second place, Vicks continues its seasonal push, likely driven by increased demand during the winter cold and flu season.
ZipRecruiter secures the third position, maintaining a strong presence as hiring trends ramp up in the new year. Febreze made a leap from 28th to fourth place, while Macy’s rounds out the top five, leveraging promotions and sales events to capture consumer attention during the post-holiday shopping period.
Other notable movements in the rankings include Downy, climbing from 27th to sixth, and Optima Tax Relief, jumping from 20th to eighth. Both brands are capitalizing on key seasonal trends – laundry essentials for a fresh start in the new year and tax preparation services as filing season approaches.
As 2025 begins, these rankings highlight shifts in advertiser priorities and consumer needs, with health, home care, and financial services leading the way. The coming weeks will show whether these trends continue or if new players emerge in the advertising space.