During the total solar eclipse in the US, the National Highway Traffic
Safety Administration (NHTSA) emerged as a top advertiser on radio, with 37,738
airings urging drivers to plan travel and stay focused. Despite usual advertisers like
Progressive Insurance leading with 65,289 spots, NHTSA’s strategic use of radio reflects
trust in the medium and aims to maintain awareness among Americans. Other top
advertisers included Upside, ZipRecruiter, and Wendy’s. Additionally, Jackson Hewitt
rose in anticipation of Tax Day, while Lowe’s decreased spend temporarily. NHTSA’s
prominence underscores radio’s effectiveness in disseminating crucial safety messages
during significant events.