Mediaguide: Advertising Isn't Heating Up In July
July 7, 2010 at 4:01 AM (PT)
According to the latest MEDIAGUIDE ADMONITOR review of radio advertising across the U.S., during the past seven days (JUNE 30th through JULY 6th), the top retail brands are tracking at lower levels that the same period in 2009.
"Other than radio enthusiast GEICO," commented EVP/Advertising Sales JOAN GERBERDING, "there isn't anything in this report that really shouts 'the economy is doing better!'"
The top four advertisers in both 2009 and 2010 are:
2009 2010 +/- '09 vs. '10
HOME DEPOT 53,257 52,107 -1107 or down 2%
GEICO INSURANCE 39,613 48,045 +8432 or up 21%
MCDONALD'S 35,424 34,465 -959 or down 3%
SAFELIFE AUTO GLASS 35,424 25,966 -9458 or down 29%
Also in the top 20 Advertisers, but spending less than 2009 in radio for this period are, VERIZON WIRELESS, AT&T, LOWE'S HOME IMPROVEMENT, WENDY'S, TACO BELL and SAM'S CLUB. Those top 20 Advertisers spending more in 2010 are, AUTOZONE AUTO PARTS STORE and KOHL'S DEPARTMENT STORES.
Missing from the top 20 list from '09 vs. '10, WELLS FARGO/WACHOVIA BANKS, FARMER INSURANCE GROUP and ONSTAR.
"While the number of commercials seem to be picking up from the last week in JUNE to the first week in JULY, we still have a ways to go before we can predict a real upturn," continued GERBERDING. "Now is a crucial time for retailers and other brands to garner as much competitive insight as possible so that they can strategically take advantage of their competitors lack of ad spending."