Taking Advantage of Trends, Bath and Windows Advertisers Dominate TV, Radio and Cable
It’s spring, and anywhere we look, someone is starting a new remodeling project. As property owners invest in refreshing their living spaces, sales of home improvement products are growing. They’re projected to rise 5.5% this year and to bring in $420 million in total sales, according to the Home Improvement Research Institute. Further, the annual housing market is in full swing, and sellers are investing an average of $6,570 in making home improvements to appeal to buyers.
These trends are clearly behind the advertising strategies of home improvement companies which appreciate the massive reach that radio and TV provide to their message. According to Media Monitors’ latest rankings of home improvement advertisers, bath and window vendors comprise the largest share of spots aired on radio, traditional TV and cable TV.
In fact, five of the top 10 advertisers overall are window manufacturers and installers, and another three are bathroom remodelers. That lines up with predictions of 2019 home improvement trends made earlier this year by HomeAdvisor. The online marketplace for homeowners and service professionals predicted consumers would be installing high-tech kitchens and baths this spring, and these advertisers are taking advantage of the growing consumer interest in their products and services. For instance, Bath Fitter tops the list with almost 70,000 spots airing in the first quarter of 2019.
Another top trend identified by HomeAdvisor is “bringing the outdoors in,” which creates opportunities for advertisers of window products and services. Renewal by Anderson leads in this category, airing more than 47,000 spots across radio, TV and cable. Window World Inc., Pella Corp., Universal Windows Direct and Windows Nation are also in the top 10. Altogether, these window manufacturers and installers aired a combined total of 148,873 spots.
Top 10 Local Advertisers
Although all of the advertisers in the top 10 were national brands, local advertisers – as might be expected – were mainly service-oriented businesses such as building contractors. These advertisers focused their efforts on reaching consumers via radio spots.
| Account | Market | Radio Occurrences | TV Occurrences | Cable Occurrences | Total Occurrences |
|---|---|---|---|---|---|
| Pink Rose Home Service | Rochester | 4,476 | 0 | 0 | 4,476 |
| Roof Life Of Oregon | Portland | 4,360 | 0 | 0 | 4,360 |
| Dun-Rite Home Improvements | Denver | 4,142 | 0 | 0 | 4,142 |
| ESOG Engineered Solutions Of Georgia | Atlanta | 4,049 | 0 | 0 | 4,049 |
| Cornerstone Builders Of Southwest FL | Ft. Myers-Naples | 257 | 2,849 | 391 | 3,497 |
| Jericho Home Improvements | Kansas City | 1,663 | 947 | 0 | 2,610 |
| Mad City Windows & Baths | Madison/Milwaukee | 1,574 | 630 | 237 | 2,441 |
| Alpha Omega Construction Group | Charlotte/Greensboro/Raleigh | 0 | 28 | 2,260 | 2,288 |
| Valor Exteriors | Baltimore/Washington DC | 2,272 | 0 | 0 | 2,272 |
| R&B Roofing Remodeling | Louisville | 0 | 2,227 | 0 | 2,227 |
Though it was initially predicted that the spring housing market would be soft, home sales took off after the Federal Reserve indicated it would not increase rates. As a result, rates have held steady at 4.5%, and buyers have jumped into the market.
For sellers, home improvements can pay off in faster sales and higher prices for their properties. According to Remodeling magazine, homeowners can expect to recoup 66% of their investment upon sale. Improvements to curb appeal deliver the highest ROI. In the magazine’s Cost vs. Value survey, the most valuable projects are replacing garage doors, adding stone veneer and minor kitchen renovations. Of course, realtors often advise a fresh coat of paint, inside and out. That’s one reason we see CertaPro Painters top the list of radio advertisers. Pink Rose Home Service of Rochester, NY, is the only local advertiser to rank in the top 10 for this medium.
Not surprisingly, given their dominance overall, windows manufacturers and installers also rule this list, as well as the top 10 rankings of TV and Cable advertisers.
Top 10 Radio Advertisers
| Account | Parent | Account Type | Radio Occurrences |
|---|---|---|---|
| CertaPro Painters | CertaPro Painters Ltd | National | 44,060 |
| Universal Windows Direct | Universal Windows Direct Inc | National | 16,511 |
| Window Nation | Window Nation Inc | National | 15,101 |
| Renewal By Andersen | Renewal By Andersen Corporation | National | 13,378 |
| Pella | Pella Corporation | National | 12,151 |
| California Closets | California Closet Company Inc | National | 11,818 |
| Window World | Window World Inc | National | 9,228 |
| USA Insulation | USA Insulation Co Inc | National | 4,781 |
| Pink Rose Home Service | Skyline Builders LLC | Local | 4,476 |
| Rock Solid Countertops & More | Rock Solid Countertops & More Inc | National | 4,411 |
Top 10 TV Advertisers
| Account | Parent | Account Type | TV Occurrences |
|---|---|---|---|
| Bath Fitter | Bath Fitter Franchising Inc | National | 43,572 |
| Renewal By Andersen | Renewal By Andersen Corporation | National | 19,987 |
| Window World | Window World Inc | National | 18,731 |
| California Closets | California Closet Company Inc | National | 12,792 |
| Precision Door Service | Precision Holdings Of Brevard Inc | National | 11,866 |
| Champion | Champion Opco LLC | National | 10,797 |
| Re-Bath | Re-Bath LLC | National | 8,246 |
| Safe Step Walk-In Tub | Safe Step Walk-In Tub Co | National | 7,674 |
| Paint Zoom | Paint Zoom LLC | National | 6,957 |
| USA Insulation | USA Insulation Co Inc | National | 6,341 |
Top 10 Cable Advertisers
| Account | Parent | Account Type | Cable Occurrences |
|---|---|---|---|
| Bath Fitter | Bath Fitter Franchising Inc | National | 24,614 |
| Moen | Moen Incorporated | National | 23,281 |
| Re-Bath | Re-Bath LLC | National | 20,333 |
| Renewal By Andersen | Renewal By Andersen Corporation | National | 13,692 |
| Delta | Delta Faucet Company | National | 9,943 |
| Pella | Pella Corporation | National | 9,422 |
| Kohler | Kohler Co | National | 8,179 |
| Cabinets To Go | Cabinets To Go LLC | National | 5,213 |
| TimberTech | CPG Intl LLC | National | 5,077 |
| Window World | Window World Inc | National | 4,461 |
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