TV Uses Radio Advertising to Drive Viewership

Three networks are among the top 10 national advertisers on AM/FM for the week of Sept. 24-30: Disney’s ABC is No. 4, Fox is No. 5 and CBS is No. 8.

With hundreds of new and returning TV series launching in September and October for the fall season, television is turning to radio to promote viewing via broadcast, cable and streaming. Three networks are among the top 10 national advertisers on AM/FM for the week of Sept. 24-30: Disney’s ABC is No. 4, Fox is No. 5 and CBS is No. 8. NBC is just below the top 20, at No. 21, according to Media Monitors, which tracks national radio advertising in 85 markets.

A fifth network is No. 67—however, Univision is not promoting new programming. For the past three months, the Spanish net has been blacked out on Dish Network Corp., costing the Hispanic media giant more than $200,000 in lost revenue every day, according to Bloomberg. This week, it is utilizing the radio airwaves to inform viewers about the Univision/Dish dispute.

Meanwhile, with fall season here, the week’s top 100 national radio advertisers also target some seasonal products and services. It’s time to fertilize the lawn (Scotts, No. 52) and will soon be ripe for leaf raking (Hefty, No. 32). Both Staples (No. 16) and Office Depot/Office Max (No. 54) are still raising their hands for last minute school supply needs, as are back to school clothes (Levi’s, No. 62), a new laptop (Dell, No. 79) or Computer, Hardware, Software and/or IT Solutions (CDW, No. 84).

Employment services are also on the horizon, with Indeed lodged in the top 5, at No. 3, and ZipRecruiter at No. 12. Amazon.com Recruitment also makes the top 100 for the week ending Sept. 30, at No. 96. The latter company is also present at No. 20, with its Amazon Music.

And topping the week’s national radio advertisers is GEICO, which has spent every week of 2018 among the top 5 over the airwaves. It returns to No. 1 as the top spender for the week ending Sept. 30, after also heading the list Sept. 16, (just behind iHeartMedia’s large allotment of promotional spots for the iHeartRadio Music Festival). Before that, the auto insurance provider was tops in the first week of 2018, when it delivered 58,238 spots; this week, it placed 49,390 spots at AM/FM radio.

For the week of Sept. 24-30, the top 10 on the Media Monitors tally are: GEICO at 1, iHeartRadio at 2, Indeed at 3, ABC at 4, Fox at 5, ebay at 6, The Home Depot at 7, CBS at 8, JC Penney at 9 and Samsung Galaxy Smartphones at 10.

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