The radio ad market showed signs of health in the last week of October, with a small gain in spot play from the top national advertisers. This is a good sign for the industry, especially considering that two major spenders, Pfizer and Moderna, were not on the list. Lowe’s stormed into the top spot, while Vicks held onto second place and Babbel slipped to fourth. Upside returned to the list in fifth place, knocking out Pfizer and Discover. The total spot play for the top 5 advertisers increased slightly, and the average spot play also increased. This suggests that radio listeners are seeing more ads from a wider range of brands. With the holiday season approaching, brands are recalibrating their strategies, and the radio ad market is poised for an exciting few weeks ahead.