According to the latest Mediaguide AdMonitor review of radio advertising across the U.S., during the past seven days (June 8 through June 14th), automobile companies have responded significantly to the bad press they received earlier this year and ongoing consumer consternation with the industry as a whole.
Compared to the same week in June of 2009, Toyota leads the pack, running 4,676 ads over only 185 ads last year. Chrysler Jeep jumps from 11 ads in 2009 to 2,106 ads for this week in 2010. GM Chevrolet has the smallest increase, going from 29 ads to 339 for the week.
For the month of May 1, 2010 through June 1, 2010, placement for Theme Parks and Theme Park Resorts is back in full swing. The three top Theme Park radio advertisers for May 2010 were Cedar Fair Entertainment Corporation (Dorney Park, Knotts Berry Farm, etc.) at the #1 position, up nearly 10 times over the same month in 2009. #2 in the rankings were Six Flags Theme Parks combined with Magic Mountain, showing an 8% increase of radio ads over May 2009. Following at #3 was Busch Entertainment (Seaworld and Busch Gardens), running almost neck in neck with their May 2009 ad schedule.
Other Theme Park advertisers so far this year include: Universal Orlando Resort, Six Flags Discovery Kingdom, Darien Lake Theme Park and Lagoon Amusement Park.
In Beverages – Alcoholic: Beer, Ale and Malt Beverages, the top three radio advertisers were Samuel Adams, followed by Anheuser-Busch‘s Bud Light and Budweiser Beer.
Sam Adams ran no radio advertising in May 2009, but ran an average of 6,283 ads per week on stations across the nation for May of 2010. Following at #2 and #3 were Bud Light with a 15% increase and Budweiser Beer with an 82% increase over the same period in 2009. Radio is considered a must buy‘ medium for the beleaguered car makers, as well as for the traditional summer theme parks and beer advertisers, commented Joan Gerberding, EVP Advertising Sales for Mediaguide.
With the official start of summer just a week away, these categories continue to get their brand messages to the consumer in a big way. Mediaguide‘s AdMonitor, StationMonitor and MusicMonitor use proprietary digital fingerprinting and watermarking technology to monitor and measure advertisement, PSA and music airplay on more than 2500 radio stations in over 150 US markets, real time, 24/7.
