Among these top-spending companies, 17 increased their dollars allocated to radio last year, as compared to 1999. Similarly, 17 increased the percentage of their total national advertising budgets allocated to radio last year. Of these latter 17 advertisers, 6 increased their percentage of radio spending by more than 2 percentage points.
Some of the leading companies increasing their percentage of radio spending last year include William Wrigley, General Motors Dealers Association, DaimlerChrysler Dealers Association, Sears & Roebuck, AT&T, Procter & Gamble and Pfizer.
According to Debbie Durben, President of the Interep Marketing Group, the firm's new business development division, "Advertisers' decisions to allocate an increasing percentage of their media budgets to radio is the best testament to the medium's marketing effectiveness. We are particularly proud of the progress that we are making in the packaged goods and pharmaceutical categories, areas that have typically under-utilized our medium."
The top 5 advertising categories for national radio advertising last year included Retail ($396.9 million), Media ($311.1 million), Automotive ($287.9 million), Telecommunications ($275.7 million) and U.S. Government ($172.7 million).
The above numbers exclude dot-com spending in each category. Collectively, dot-com advertisers accounted for $501 million in national radio spending, which using CMR's classifications, surpasses the Retail category. CMR separates the large Department Store sector from the Retail category but if the two are combined, Retail's dollars still slightly exceed dot-com spending.