Interep: Telecommunications Companies Top the List of National Radio Advertisers For 2001.

Interep released the results of a spending analysis of 2001’s Top 25 National Radio Advertisers. (See graph next page.) As the wireless wars rage on, Telecommunications companies topped the list of National Radio Advertisers last year, with SBC Communications placing 1st, Verizon 2nd, and AT&T Wireless a more distant 4th.

Among these top spending companies, 14 increased their dollars allocated to radio last year as compared to 2000, despite the overall decline in advertising dollars. Moreover, 13 increased the percentage of their total national advertising budgets allocated to radio last year. Of these latter 13 advertisers, 9 increased their percentage of radio
spending by more than 2 percentage points.

Some of the leading companies increasing their percentage of radio spending last year include AT&T Wireless, Home Depot, JC Penney, SBC Communications, State Farm Insurance, Target Corporation and Walt Disney.

Collectively, the Top 25 National Radio Advertisers accounted for 29% of total National Radio dollars in 2001. In 2000, the Top 25 advertisers accounted for 25% of the total.

Six advertisers were new to the Top 25 list in 2001 as compared to 2000. These include retailers Home Depot and JC Penney, State Farm Insurance, Volkswagen Dealers Group, Autozone and the State of California. The top advertising categories for national radio advertising last year were Retail, Media, Automotive,Telecommunications and Financial (To view charts CLICK above on ‘More Images’)

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