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Home Depot Is Top Radio Advertiser

Media Monitors releases 2012 spot advertising data

National radio spot advertising for 2012. Source: Media Monitors

Advertising monitoring service Media Monitors has released its 2012 spot advertising tallies and a new radio advertising champion has been crowned — Home Depot.

The do-it-yourself hardware superstore chain dethroned the ubiquitous GEICO, edging the gecko and Maxwell with 2,093,047 spots to 1,937,625 spots airing across the nation. McDonald’s was in third place with over 1.3 million spots aired.

The following four through ten were: AutoZone, Wal-Mart, Lowe’s, State Farm, State Farm, Macy’s, Subway and Walgreen’s. Macy’s, Subway and Walgreen’s are new to the top ten compared to 2011.

Dwight Douglas, VP of marketing for Media Monitors noted: “The real story is the fact we have so many new faces on the list and, more important, big companies are back using the power of radio. We have real competition between home centers, fast food, automotive parts, banks, car dealers, big box stores, insurance companies, all coming back to radio to market their goods and services. And even the government is using radio to get the word out.”

Looking at a broader grouping, the top 25, the overall radio spot market saw strong competition within several categories where two or more companies rated. From numbers 25 through 10, the total amount of spots were more bunched together, 400,000–600,000, than at the top few advertisers where 1.2 million spots separated one from five.

The strongest category, retail, saw four players, Macy’s, Wal-Mart, Sears and Sam’s Club in the top 25. Shane Co., a specialty retail jeweler, and drug store Walgreen’s could also be included in a retail category. Media Monitors breaks the categories into more specialized groups.

Auto parts placed three advertisers — AutoZone, O’Reilly Auto Parts and Advance Auto Parts. Auto-related advertising was strong in other categories as well with car sales, Toyota and Ford being top 25 and insurers GEICO, State Farm and Progressive also being in the top 25. However, the latter three also offer non-auto-related products.

Other categories doubling up in the top 25: fast food (McDonald’s, Subway), home improvement (Home Depot, Lowes), finance (Wells Fargo, Quicken Loans) and the U.S. government (Dept. of Health and Human Services, Dept. of Transportation).

Other top 25 advertisers were AT&T Wireless, Comcast and Lunada Biomedical.