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2020’s Top Advertisers: #1 Procter & Gamble Increases Instances 22% from 2019

GEICO Tops Cable and Television Rankings, Progressive Leads on Radio

Procter & Gamble, the top parent company advertiser in the U.S, aired 22% more spots in 2020 than in 2019. The consumer products goods company aired 23,154,642 spots in monitored markets on radio, broadcast TV and cable in 2020, compared to 18,913,975 during the prior year, according to Media Monitors’ rankings of the top 100 advertisers for the year.

Meanwhile, GEICO was again the nation’s top national advertiser, airing 6,984,053 instances – also an increase over 2019 – across local cable, broadcast TV and radio.

Procter & Gamble topped the TV and cable rankings, and held onto the number two spot for radio, where it followed closely behind the US Government.

“Faced with a pandemic, civil unrest and a presidential election, Procter & Gamble held the course on its advertising strategy,” said Media Monitors President and CEO Philippe Generali. “The company increased advertising of its brands in all channels, but particularly in radio, where it increased the number of instances by 44%.”

“As the pandemic upended normal routines, an opportunity was created for some advertisers,” Generali said. “For example, Babbel, a language learning app, rode a wave of increased interest in online education. The company advertised more on radio, where it entered the top 10 at number five. Meanwhile, insurance advertisers like GEICO and Progressive ran more spots for home and rental insurance and promoted givebacks on auto insurance.”

Here’s a look at who advertised the most on radio, broadcast TV and local cable.

RADIO

Procter & Gamble wasn’t the only advertiser to invest more airtime on radio. Another major brand, Progressive Insurance doubled its number of instances, airing 2,694,039 spots in 2020, up from 1,307,010 instances in 2019, according to Media Monitors data.

In addition, several new brands entered the top 10, including Babbel, which entered the top 100 at number five. In September, the company reported its app had been downloaded more than 10 million times. Allstate jumped to number six from number 57, while Quicken Loans entered at number eight, up from number 18.

Even as safe-at-home mandates created rising interest in home improvement projects, Home Depot dropped to number three from number one. However, Lowe’s increased the number of spots it aired on radio to 1,668,121, up from 1,410,499. It climbed in the ranking to number four.

Top Parent Advertisers in Radio

2020 Rank Parent Radio Instances 2019 Rank
1 US Government 5,857,218 1
2 The Procter & Gamble Company 5,318,812 2
3 Progressive Casualty Insurance Company 2,694,034 9
4 Berkshire Hathaway Inc 2,417,772 4
5 The Home Depot Inc 1,990,732 5
6 Lowe’s Companies Inc 1,680,119 8
7 Lesson Nine GmbH 1,650,594 –
8 T-Mobile USA Inc 1,597,760 21
9 Allstate Insurance Company 1,587,703 63
10 Macy’s Inc 1,234,410 10

Top Brands in Radio

Rank 2020 Account Parent Class Total Spots Rank 2019
1 Progressive Progressive Casualty Insurance Company Insurance Providers 2,694,039 6
2 GEICO Berkshire Hathaway Inc Insurance Providers 2,187,461 2
3 The Home Depot The Home Depot Inc Home Centers & Hardware Stores 1,983,725 1
4 Lowe’s Lowe’s Companies Inc Home Centers & Hardware Stores 1,668,121 5
5 Babbel Lesson Nine GmbH Educational Tools 1,643,144 –
6 Allstate Allstate Insurance Company Insurance Providers 1,575,741 57
7 US Census Bureau US Government Government-Unions 1,227,140 –
8 Quicken Loans Quicken Loans LLC Banks-Credit Unions-Mortgage-Finance Svc 1,206,079 18
9 Indeed Indeed Inc Employment Services 1,175,610 3
10 Macy’s Macy’s Inc Department Stores 1,149,780 7

LOCAL CABLE

Procter & Gamble and GEICO continued to favor local cable, with each company airing more instances on this medium than any other does.

Insurance providers, fast casual-quick service restaurants, and wireless phone companies dominated the ranking of the top 10 advertisers on cable. GEICO (1), Liberty Mutual (2) and Progressive (4) together aired more than 8 million spots, while the top three fast food brands – Domino’s (3), Burger King (5) and Taco Bell (7) ran more than 5.2 million.

Among parent advertisers, Procter & Gamble (1) aired more than twice as many spots as Comcast, the number two ranked parent advertiser. After Procter & Gamble, the remaining nine parent advertisers averaged 3 million instances on cable in 2020.

Top Parent Advertisers in Local Cable

2020 Rank Parent Cable Instances 2019 Rank
1 The Procter & Gamble Company 9,263,280 1
2 Comcast Corporation 3,948,288 2
3 Charter Communications Inc 3,554,989 4
4 Berkshire Hathaway Inc 3,355,371 3
5 GlaxoSmithKline PLC 2,996,937 8
6 Unilever PLC 2,969,535 7
7 L’Oréal USA Inc 2,742,150 9
8 Restaurant Brands Intl Inc 2,721,565 6
9 Liberty Mutual Holding Company Inc 2,701,696 13
10 Yum! Brands Inc 2,697,601 5

Top Brands in Local Cable

Rank 2020 Account Parent Class Total Spots Rank 2019
1 GEICO Berkshire Hathaway Inc Insurance Providers 3,298,918 1
2 Liberty Mutual Insurance Liberty Mutual Holding Company Inc Insurance Providers 2,693,813 2
3 Domino’s Domino’s Pizza LLC Fast Casual-Quick Service Restaurants 2,067,528 6
4 Progressive Progressive Casualty Insurance Company Insurance Providers 2,066,937 4
5 Burger King Restaurant Brands Intl Inc Fast Casual-Quick Service Restaurants 1,815,756 3
6 T-Mobile T-Mobile USA Inc Wireless Carrier 1,366,232 7
7 Taco Bell Yum! Brands Inc Fast Casual-Quick Service Restaurants 1,363,805 5
8 State Farm State Farm Mutual Automobile Insurance Company Insurance Providers 1,363,479 8
9 Spectrum Int-Wireless Charter Communications Inc Telecom Bundled Services 1,260,384 15
10 Allstate Allstate Insurance Company Insurance Providers 1,148,529 12

BROADCAST TV

Insurance providers led the rankings of top 10 advertisers on broadcast TV. GEICO (1) and Progressive (2) each aired more instances in 2020 than 2019. Liberty Mutual Insurance entered the list at number three. Previously, it was ranked at number 13.

Cleaning products, personal health care and household goods were popular categories for shoppers in 2020, as they sought protective measures against the coronavirus. Target (6), Colgate (8) and Tide (10) were newcomers to the top 10, airing a combined 2,247,622 between them.

Top Parent Advertisers in Broadcast TV

2020 Rank Parent Cable Instances 2019 Rank
1 The Procter & Gamble Company 8,572,550 1
2 US Government 2,233,090 4
3 Johnson & Johnson Consumer Inc 1,911,409 2
4 Reckitt Benckiser Group PLC 1,885,353 3
5 GlaxoSmithKline PLC 1,874,760 6
6 The Hershey Company 1,716,602 7
7 Berkshire Hathaway Inc 1,666,186 9
8 L’Oréal USA Inc 1,516,074 8
9 Unilever PLC 1,423,401 12
10 Progressive Casualty Insurance Company 1,080,312 13

Top Brands in Broadcast TV

Rank 2020 Account Parent Class Total Spots Rank 2019
1 GEICO Berkshire Hathaway Inc Insurance Providers 1,497,674 1
2 Progressive Progressive Casualty Insurance Company Insurance Providers 1,078,466 2
3 Liberty Mutual Insurance Liberty Mutual Holding Company Inc Insurance Providers 913,626 13
4 McDonald’s McDonald’s Corporation Fast Casual-Quick Service Restaurants 858,195 3
5 Neutrogena Johnson & Johnson Consumer Inc Cosmetics & Skin Care Products 824,196 7
6 Target Target Brands Inc Discount Department Stores 803,379 12
7 Febreze The Procter & Gamble Company Cleaning & Household Products 771,754 8
8 Colgate Colgate-Palmolive Company Dental Hygiene Products 746,637 18
9 Macy’s Macy’s Inc Department Stores 704,911 10
10 Tide The Procter & Gamble Company Cleaning & Household Products 697,606 19

“There are many reasons for advertisers to be optimistic about 2021,” says Generali. “With the presidential election behind us, advertising inventory will increase. And now that vaccine distribution is underway, people should soon be able to move about safely, creating more new opportunities for advertisers’ products and services.”

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