Online job listings service ZipRecruiter, founded in 2010, launched its first TV ad campaign in April 2013 with the tagline “find the right one.” The company now believes that the right one for its own marketing may be radio. For the week of Oct. 24-30, it’s the medium’s No. 2 national advertiser, according to Media Monitors.
One week ago, ZipRecruiter was already demonstrating substantial dedication to radio as the No. 6 national advertiser. It is now second only to GEICO’s 41,937 ads—as the insurance provider maintains its first-place ranking—with 30,578 spots promoting the employment service.
Meanwhile, competition between category leaders heated up for Halloween: Burger King and McDonald’s are neck and neck, at Nos. 5 and 6, respectively; while drug stores Walgreens and Rite Aid are putting up their dukes, at Nos. 7 and 9, respectively. And auto parts dealers O’Reilly and AutoZone are accelerating their advertising, at 8 and 10, respectively. The latter two both increased their radio presence dramatically: O’Reilly was No. 15 last week and AutoZone was at 22.
Meanwhile, longtime champ Home Depot is practically mum(s) for this fall week, dropping from No. 1 two weeks ago to No. 5 last week to No. 16 this week.
Here’s how the top 10 shapes up for Oct. 30: No. 1 is GEICO, 2 is ZipRecruiter, 3 is iHeartRadio, 4 is JC Penney, 5 is Burger King, 6 is McDonald’s, 7 is Walgreens, 8 is O’Reilly, 9 is Rite Aid and 10 is AutoZone.