2003’s Top 25 National Radio Advertisers.

Interep released the results of a spending analysis of 2003’s Top 25 National Radio Advertisers, based on CMR data.

Telecommunication, Home Improvement, Auto and Media companies topped the list of national radio advertisers. SBC Communications took the 1st position, Home Depot snagged 2nd , Daimler Chrysler Dealers Association took 3rd, and Time
Warner came in 4th.

Among the top 25 spending companies in radio, 18 increased their dollars allocated to radio last year as compared to 2002. Overall, the Top 25 national radio advertisers of 2003 increased their radio spending by 23% over the previous year.
Twenty out of the Top 25 national radio advertisers in 2003 were the same as in 2002.

Additions to the list include Safeway, Ford Motor Company, Pfizer, Daimler Chrysler, and All State Corporation.

According to Michele Skettino, who prepared the analysis, “While national radio saw moderate growth in 2003, the medium’s strongest users increased their radio spending by 23%. These same advertisers increased their total national ad spending
by about 13%. This means that the share of advertising allocated to radio by these top marketers also increased last year, which is key to radio’s continued growth.”

Collectively, the Top 25 national radio advertisers accounted for 35% of total national radio dollars in 2003 – a growing percentage. In 2002, the Top 25 advertisers accounted for 31% of total radio revenue. In 2001, the Top 25 advertisers accounted for 29% of total radio revenue, and in 2000 the Top 25 accounted for 25% of the total.

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