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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Figure 11-7 Radio’s top
20 national network and
spot advertisers
Figure 11-8 Dayparts for
radio
V. Developing the
Integrated Marketing
Communications Program
11. Evaluation of Broadcast
Media
© The McGraw−Hill
Companies, 2003
Rank National Brand Advertiser Total* Network* National Spot*
1 Verizon Wireless–Wireless Service $52.1 $ 4.8 $47.3
2 Cingular Wireless Service 41.7 — 41.7
3 Home Depot Home Center 39.5 — 39.5
4 AT&T Wireless Store 22.4 — 22.4
5 Autozone Parts Store 21.6 18.8 2.8
6 SBC Communications Internet
Services
19.8 — 19.8
7 Burger King Restaurant 19.7 0.2 19.5
8 Radio Shack Electronics Stores 17.4 11.5 5.9
9 Wells Fargo Bank Consumer
Services
16.8 — 16.8
10 Dish Network Satellite System 16.7 8.0 8.7
11 Dodge Dealer Assn.—various
autos and trucks 16.7 — 16.7
12 Kohl’s Dept. Stores—multiple
products
16.0 — 16.0
13 Hyundai Dealer Assn.—various
autos and trucks
15.7 — 15.7
14 Fox TV Network Entertainment Div. 15.7 — 15.7
15 Audi Dealer Assn.—various autos 15.7 — 15.7
16 Denny’s Restaurants 15.5 — 15.5
17 Jared’s Jewelers 14.9 — 14.9
18 Epson Printers 14.3 9.2 5.1
19 State Farm Insurance—various 14.2 10.9 3.3
20 Nextel Cellular Service 13.9 — 13.9
*All revenue figures are in millions of dollars.
Source: Radio Marketing Guide & Fact Book for Advertisers, 2002–2003, p. 27.
audiences (and thus the highest rates) occur during the early morning and late afternoon
drive times. Radio rates also vary according to the number of spots or type of audience
plan purchased, the supply and demand of time available in the local market, and the
ratings of the individual station. Rate information is available directly from the stations
and is summarized in Standard Rate and Data Service’s (SRDS’s) Spot Radio Rates and
Data for both local stations and radio networks. Some stations issue rate cards like the
one shown in Figure 11-9. But many stations do not adhere strictly to rate cards and the
rates published in SRDS. Their rates are negotiable and depend on factors such as availability,
time period, and number of spots purchased.
Morning drive time 6:00–10:00 A.M.
Daytime 10:00 A.M.–3:00 P.M.
Afternoon/evening drive time 3:00–7:00 P.M.
Nighttime 7:00 P.M.–12:00 A.M.
All night 12:00–6:00 A.M.