At the Radio Show last month, Procter & Gamble Senior Media Analyst John Fix said that radio delivers much needed reach for the consumer packaged goods giant, after the company dramatically amped its over-the-air spend two years ago. This week, for the first time ever, P&G has two of its products ranked among the top 10 national advertisers.
As a consistent Top 5 radio advertiser, the company has placed as many as eight products among the top 100, during one week in June 2019. And for all of 2018, Procter & Gamble was radio’s fifth largest advertiser, based on spot count, with four products in the top 100, according to data from Media Monitors, which tracks radio advertising in 85 markets.
Now, for the week of Sept. 30 to Oct. 6—with six products among the top 100—Vicks equals its highest ranking ever, at No. 8 (up from last week’s No. 42), while Tide reaches the top 10 for the first time ever, roaring to No. 9 from No. 87. Four other P&G products are in the top 50: Downy (No. 36), Bounty (No. 45), Crest (No. 48) and Charmin (No. 50).
There are three other household products whose manufacturers are peddling on radio: Frito-Lay’s Doritos is No. 29; Reynolds Hefty is No. 49; Unilever’s Dove Hair Products is No. 81, and Este Lauder’s Clinique is No. 94. Also related: General Mills Nature Valley Vitamins also appear this week, at No. 97; while Kroger is No. 60.
Among Quick Service Restaurants, Dunkin’ is a consistent national radio advertiser; for the week ending Oct. 6, it ranks No. 58. With a number of recent changes, the company is rallying economically: U.S. comparable sales rose 2.4% in first quarter and 1.7% in second quarter 2019, with increases in the average spend per transaction. Comparable sales increased 0.6% in 2018, according to Dunkin’ Chief Marketing Officer Tony Weisman. Speaking at the Association of National Advertisers’ Masters of Marketing conference last week, he pointed to updated menu items like espresso-based drinks, a veggie egg white spinach omelet Power Breakfast Sandwich and a sandwich featuring Beyond Meat’s plant-based sausage. Since he joined the company in September 2017, Weisman also oversaw changing the brand’s name: by dropping “Donuts” from its moniker. “You don’t get the chance to change the name of a 70-year-old brand very often,” Weisman said at ANA, as reported by AdAge.
He explained that the changes are meant to signal the emphasis the brand has been putting on beverages as well as a lighter, cleaner, more design-driven approach to advertising. In addition, Dunkin’ has increased its promotion and retail strategies, including cups that are more photo-friendly for brand fans to post on social media and the likes of Dunkin’ nail polish and pumpkin-flavored lip balm.
“We refill optimism,” Weisman told the 3,000 ANA attendees, according to The Holmes Report. This is the role we play in our customers’ lives,” adding that today’s version of Dunkin’ aims to showcase that in everything from its marketing to its menu. “This was the framing and centerpiece of everything we do. That’s our job."
For Sept. 30-Oct. 6, the top 10 on Media Monitors’ tally are: GEICO at 1, The Home Depot at 2, iHeartRadio Music Festival at 3, iHeartRadio at 4, McDonald’s at 5, ABC at 6, Indeed at 7, Vicks at 8, Tide at 9 and Macy’s at 10.—Chuck Taylor