Largest radio advertisers in the U.S. 2018

In 2018, T-Mobile US spent roughly 176 million U.S. dollars on radio ads, making it the leading radio advertiser that year. Other brands on the list included Berkshire Hathaway, Home Depot, and Walt Disney Co.

Radio ad spending

In 2018, the retail industry spent by far the most on radio advertising in the United States. The sector devoted about half a billion U.S. dollars on radio advertising, roughly 150 million more than the communications vertical. For the United States as a whole, radio advertising spending is predicted to increase from about 17.9 billion U.S. dollars in 2019 to about 18.4 billion U.S. dollars by 2023.

Radio’s digital ad sales

The digital side of radio, which was once small, has grown significantly over the past few years: in 2018, revenue generated through local radio digital advertising amounted to just over 800 million U.S. dollars. This is almost four times the revenue earned ten years earlier. The majority of radio stations’ advertising revenue was generated over-the-air that year; however, industry data indicates that digital ad sales are set to reach the one billion U.S. dollar mark in 2020.

Leading radio advertisers in the United States in 2018, by ad spend

Spending in million U.S. dollars
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Release date

June 2019


United States

Survey time period


Special properties

measured media only / includes network, national spot and local radio; excludes satellite radio

Supplementary notes

The figures include measured-media advertising spending (source: Kantar Media). Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising).
The figures do not include unmeasured spending, such as direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology.

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