Cupid’s Arrow Takes Aim At Radio Airwaves.

The radio airwaves are being overrun by Cupid and his arrow. With Valentine’s Day one week away, is it any surprise that Jared the Galleria of Jewelry, ProFlowers/Shari’s Berries, Shane Co., and Diamonds Direct are all among the top 30 advertisers?

In fact, the three jewelers were all pervasive over the airwaves around the holidays, but then lay low until now. For all of 2017, Diamonds Direct was No. 22, Shane was No. 24 and Jared was 58.

Now, for this pre-holiday week of Jan. 29 to Feb. 4, Jared pops back into the top 100, at No. 4, which equals its highest position in 2017 (the week of Dec. 4-10), according to Media Monitors, which tracks national radio advertising in 85 markets. Among competitors, Shane is No. 23 (No. 35 last week) and Diamond Direct is No. 30 (No. 25 last week). Genesis Diamonds was No. 99 a week ago, but does not appear on the roster this week. Among related gift gifting, FTD’s Proflowers/Shari’s Berries is No. 13 for the week ending Feb. 4 (new to the chart).

Taking a look at the Food & Beverage category, GoGo Squeez—a national brand of applesauce sold in resealable pouches, is amping its way as a major advertiser at radio, No. 36 this week. Also, Grain Berry, a specialized brand of cereals, pancake & baking mixes, is looking to the airwaves to promote its presence in supermarkets, at No. 82. And Bimbo Bakeries’ Entenmann’s is No. 84.

What is less prevalent is the usual array of Quick Service Restaurants in the upper reaches of the advertising tally. First in line is Taco Bell, all the way down at No. 18, followed by Buffalo Wild Wings at No. 39, Jimmy John’s at No. 47, Subway at No. 56, McDonald’s at No. 65, Dunkin’ Donuts at No. 70 and KFC at No. 93.


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