The new Katz report highlighted several key advertisers who are showing an increase in spending on radio. In our interview Gray was sure to mention Burger King quite a few times also stating the burger chain made some significant purchases in markets 76 and lower. It's interesting to note that McDonalds is not mentioned in the top 10. Historically McDonalds had been a huge radio user. Other key advertisers for radio continue to be: Walmart, Comcast, Dodge and American Family Insurance. The Katz report also says there is increased momentum in the use of online, on-demand, mobile and digital broadcasts, which provides broadcasters with the ability to secure a greater share of digital dollars.
92% of 2010's national advertisers have returned to radio this year, a number of those advertisers have ramped up their spending in the third quarter, including Burger King, Sears and T-Mobile. Below are the largest individual advertisers within each core category for the third quarter.
These top seven categories represent 85% of all National Spot Radio revenue. Specific brands listed below.
#1) Retail, #2) Automotive, #3) Finance, #4) Telecom/Utilities, #5) Fast Food, #6) Professional Services, #7) Entertainment.
In the Retail sector, the top spenders on radio are:
Safeway, Walmart, Supervalu, Mattress Firm, Home Depot, Kohl's, Target, Sears, Staples
In Automotive:
O?Reilly Auto Parts, Dodge, Chevron, Chrysler, Jeep, Exxon Mobil
In Finance:
GEICO, Amer. Family Insurance, Allstate, PNC Bank, JP Morgan Chase, US Auto Assoc, Citibank, Farmers Insurance, Navy Federal Credit
In Telecomm/Utilities:
Verizon, Comcast, T-Mobile, US Cellular, AT&T, Comcast Cable
Fast Food
Burger King, Panera, Bonefish, Denny?s, Sonic, Taco Bell, Jack in the Box, Buffalo Wild Wings, Dunkin? Donuts
Professional Services
Horizon BCBS, Kaiser Permanente, Portfolio Media Mgmt, Cephalon, LCA Vision, Ace Cash Express, Living Essentials
Entertainment
Sony Pictures, Fox Broadcasting, ESPN, USA Network, Walt Disney Motion Pictures, Half Price Books, NBC
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