VAX LIVE, VELO, Hyundai Santa Fe Hybrid Top Media Monitors’ Rankings of New Advertisers

The number of new unique creative on radio increased 44.6% in April, with 20,933 more instances than in April 2020. The trend continued through the first week of May, with an increase of 2,710 new unique creative over the same period in 2020, according to Media Monitors’ rankings of the top new unique creative and advertisers.

VAX LIVE, a benefit concert, and VELO, a tobacco-free nicotine product, were the top two new advertisers, respectively, on radio.

Meanwhile, the top new creative category on radio was podcasting. In a sign of the times – with Americans eager to attend in-person events as the warmer weather arrives and many businesses looking to fill open positions – live theater advertising was the number two category, followed by employment recruitment spots.

“Interest in radio is rising, especially as the economy begins to reopen,” says Philippe Generali, President and CEO of Media Monitors. “Entertainment providers, event venues and employers have a history of using the medium to reach target audiences. We expect this trend to continue as consumers return to in-person activities.”

On broadcast television and cable, new automobile advertisers led the way, with the Hyundai Santa Fe Hybrid at number one and the Kia Carnival holding the number two spot.

In fact, cars and trucks was the number one new creative category on TV and cable, with 56,408 spots, followed by political advertising and the food and beverage category.

New Radio Advertisers: April 2021

Account Parent Category Airplay Count
VAX LIVE Global Poverty Project Inc Live Theater, Opera, Music, Dance 34,565
VELO Reynolds American Inc Smoking & Tobacco Products & Services 18,692
Angi Angie’s List Inc Business & Consumer Services 10,825
Nervive The Procter & Gamble Company Nutritional Supplements 9,234
Beachbody On Demand Beachbody LLC Wireless & Internet Service 8,528
Dr Pepper Zero Sugar Keurig Dr Pepper Inc Food & Beverages 5,561
Fate Of Fact Podcast Cadence13 Podcast Streaming & Distribution 3,827
News Items Podcast With John Ellis Recount Media Inc Podcast Streaming & Distribution 3,468
CO Healing Fund CO Healing Fund Public Service & Organizational Adv 2,859
Hello Mortgage Intercontinental Capital Group Inc Banks-Credit Unions-Mortgage-Finance Svc 2,694

Top New Creative Categories on Radio: April 2021

Category Airplay Count
Podcast Streaming & Distribution 62,396
Live Theater, Opera, Music, Dance 38,055
Employment Recruitment 25,831
Smoking & Tobacco Products & Services 19,080
Business & Consumer Services 14,985
Public Service & Organizational Adv 13,313
Amusements & Events 11,520
Political Advertising 10,628
Nutritional Supplements 9,871
Wireless & Internet Service 8,749

New TV/Cable Advertisers: April 2021

Account Parent Category Airplay Count
Hyundai Santa Fe Hybrid Hyundai Motor Company Cars & Trucks, Asian Factory 32,861
Kia Carnival Kia Motors Corp Cars & Trucks, Asian Factory 23,547
Beachbody On Demand Beachbody LLC Wireless & Internet Service 18,259
Angi Angie’s List Inc Business & Consumer Services 17,789
Tattooed Chef Ittella Intl LLC Food & Beverages 16,725
Dr Pepper Zero Sugar Keurig Dr Pepper Inc Food & Beverages 15,427
VRST DICK’S Sporting Goods Inc Apparel Footwear Accessories & Retailers 14,361
Volkswagen ID.4 Volkswagen Group Of America Inc Cars & Trucks, European Factory 10,895
Nervive The Procter & Gamble Company Nutritional Supplements 10,023
Babybel Bel Brands USA Inc Dairy Products & Substitutes 9,323

Top New Creative Categories on TV/Cable: April 2021

Category Airplay Count
Cars & Trucks, Asian Factory 56,408
Political Advertising 37,174
Food & Beverages 35,632
Wireless & Internet Service 22,044
Business & Consumer Services 19,029
Scents, Fragrances & Perfumes 15,317
Apparel Footwear Accessories & Retailers 15,213
Motion Pictures 14,966
Cars & Trucks, European Factory 12,175
Nutritional Supplements 10,824