MediaRadar’s just-released “Future Titans of Advertising” study, focused on influential brands’ market impact based on their media spend growth and share of voice, includes 10 current radio advertisers, making up nearly one-third (30%) of the 33 brands spotlighted in the marketing intelligence platform’s rankings of Titans, Future Titans, and Contenders.
The report, using data from MediaRadar and Vivvix, analyzes the top 100 brand advertisers across 10 categories – apparel and luxury, automotive, finance and insurance, home and beauty, media and entertainment, pharma and healthcare, restaurants, retail, technology, and travel and tourism – drawing from a dataset spanning more than five million brands and over 30 media channels.
“Advertising spend relative to industry peers serves as a key indicator of a brand’s market vitality,” MediaRadar Senior VP Brett House says. “Our research shows that Future Titans — those companies poised for significant growth — often lead the charge in adopting innovative creative strategies and exploring emerging media channels. This forward-thinking approach to advertising not only sets them apart but also positions them for success in an ever-evolving marketplace.”
The two key measures driving the study’s three rankings are media spend growth, based on changes between the most recent 12 months and the preceding 12-month period, and share of voice, calculated from the cumulative media spend of the top 10 advertisers in the category.
“This approach provides an in-depth look at how brands of varying sizes and maturity develop their advertising strategies and allocate investments across media as diverse as programmatic, social media, out-of-home, linear TV, radio, and AVOD [advertising video on demand],” MediaRadar’s news release says.
The Titans cluster – ranking brands with a share of voice of at least 15%, regardless of whether their advertising investment gained or declined this year – includes Media Monitors’ top radio advertiser for the past four weeks based on spot count, insurer Progressive, along with top 20-ranked Target and T-Mobile, plus McDonald’s, Pfizer, Verizon, Amazon (represented on radio by Audible and Whole Foods), and AbbVie (represented by prescription drug Linzess). Other brands listed include Apple, Disney, Domino’s Pizza, Expedia, Sketchers, and Walmart.
Among the nine brands named as Future Titans — with a share of voice between 7.5% and 15%, and year-over-year media spend growth exceeding 30% — are insurer Allstate, ranked top 10 by Media Monitors for the past two weeks, and Bristol Myers (represented on radio by prescription medication Eliquis). Others listed include retailer Temu and tech company Adobe, with spend up 404% and 139% respectively.
The eight brands in the Contenders category — having a share of voice under 7.5% and at least a 30% lift in ad spend — include AstraZeneca, Netflix, NFL, New Balance, and YouTube.
“The findings show that challenger brands (Future Titans and Contenders) are growing their total media budgets faster and are significantly more likely to experiment with new media, creative and campaign strategies,” MediaRadar’s release says. “This enables them to better engage unique audiences and win market share from larger, more established incumbents (Titans).”
Subsequent monthly reports from MediaRadar will break out Future Titans by each of the 10 brand categories separately. Download the current report here.
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