After dominating the AM/FM airwaves in 2021, Indeed remained radio’s top advertiser for the first six months of 2022. The online recruiting service ran 1.67 million spots on US radio from January to June 2022, ahead of the year 2021. total of 2.53 million occurrences, according to new data from Media Monitors. Apparently, Indeed likes the results obtained from the investment in radio. The brand aired more radio spots in the first half of 2022 than it aired in all of 2020 (1.17 million).
Indeed’s growing on-air presence is further evidence of the growth of the recruiting category on radio. With 934,732 places in the first half of 2022, competitor ZipRecruiter ranked fourth in the tally.
Progressive, which topped the list in 2020 and ranked second in 2021, repeats itself in second place for the first half of 2022 with 1.26 million spot detections, according to Media Monitors which tracks advertising in 100 markets. Progressive is one of five insurance companies in the top 20, followed by GEICO at 13, Liberty Mutual Insurance at 16, Allstate at 18 and State Farm at 19. With 3.28 million streams, no category matters more places in the top 20 so far this year.
Radio ‘Inside Out’
Upside down, the mobile app that allows users to save on gas and grocery purchases, ranked third in the first half with 1.14 million spot detections. The brand, formerly known as Get Upside, is a good example of an account that has used radio to grow their business. Launched in January 2016, it slowly added retailers, opened new offices and closed new funding rounds over the following years. Upside first used radio sparingly in 2019 and 2020. The floodgates opened in 2021 when it was radio’s eleventh-largest advertiser with 1.21 million spots detected. In the first six months of 2022, it ran almost as many ads as it did in all of last year to rank third in the mid-year report with 1.14 million plays.
Online businesses dominate the top five
With 931,325 hits, language-learning app Babbel rounds out the top five, at a rate consistent with the 1.76 million spots shown in the year 2021. This means four of the top five advertisers are primarily online businesses, using radio to drive traffic to their websites and apps.
Auto parts retailer AutoZone jumps to No. 6 on the mid-year tally with 609,486 seats. That’s up from No. 19 in 2021 (977,116), No. 14 in 2020 (1.07 million) and No. 15 in 2019 (848,282). It is one of two auto parts chains in the top 25, with main competitor O’Reilly Auto Parts at No. 23 with 436,317.
But AutoZone’s leap is overshadowed by DuckDuckGo’s. The online privacy service finished seventh on the mid-year list with 600,251 streams. That’s within range of his all-year 2021 allocation of 716,037 when he ranked No. 29. And more than double the 272,276 opportunities in 2020.
The pillars of radio
The Home Depot is slowly going the other way, although it remains one of radio’s biggest accounts. With 596,076 spots aired from January to June 2022, the home improvement retailer ranks No. 8 after finishing No. 5 in 2021, No. 3 in 2020 and No. 1 in 2019. Rival Lowe’s, a top 5 advertiser in 2020 and 2019 which slipped to No. 13 in 2021, is No. 17 in mid-2022.
McDonald’s once again reigns supreme as the number one fast food advertiser on radio with 573,265 hits in the first half to rank ninth. The Golden Arches were No. 7 for the year 2021, No. 13 in 2020 and No. 4 in 2019.
Macy’s is following a similar pace to last year with 571,206 detections to rank tenth. That’s on pace with last year’s 1.17 million places to rank seventh.
Among the biggest winners in the half-year tally are online retailer eBay, which came in 11th after failing to make the top 100 last year; mobile provider Straight Talk (78 in 2021, 12 in H1 2022): QC Kinetix (93-15), BioNTech-Pfizer (66-22), DQ Dairy Queen (74-28) and Xfinity Int-Wireless (57- 30) .