In the first week of January 2024, national radio advertising maintained its robust momentum from the end of 2023, as revealed by Media Monitors data. Progressive, absent from the top five for a while, took the lead with an impressive 69,164 spots, followed closely by Babbel, the language learning platform, with 61,427 spots. Vicks, Lowe’s, and The Home Depot secured positions in the top five, contributing to a combined total of 281,668 spots for the week. The ongoing competition between home improvement giants Lowe’s and The Home Depot, which fueled a successful Q4 for radio, continued into the new year. Notably, Pfizer, previously dominating the airwaves, was conspicuously absent from the rankings, while Progressive’s resurgence hints at a potential stabilization in advertiser presence as the industry enters the first quarter of 2024.