Media Monitors, a U.S.-based monitoring company serving the media and advertising industries, has reported that the number of new unique creative on radio increased 44.6% in April, with 20,933 more instances than in April 2020. It also noted that the trend continued through the first week of May, with 2,710 more new unique creative than the same period in 2020.
Vax Live, a benefit concert organized by Global Citizen to promote the availability of the COVID-19 vaccine for all, and VELO, a tobacco-free nicotine product, were the top two new advertisers on radio. Angie’s List, a business and consumer service, was third in the category.
The top new creative category on radio was podcasting. Live arts 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.”