As broadcast radio and television stations, fueled by the NAB, take on “Big Tech” and its siphoning of both ad dollars and audiences to streaming audio and video platforms, there’s a noticeable new entrant on the latest Spot Ten Cable report, based on ad play counts totaled each week by iHeartMedia-owned Media Monitors.
For the week ending June 21, Amazon Prime finished at No. 4 among advertisers using Spot Cable, with some 51,236 spots detected by Media Monitors.
The activity is notable as five of the top 10 advertisers invested in upward of 50,000 spots on spot cable, showing the resiliency of MVPD-distributed channels in an era when free ad-supported streaming video and video-on-demand streaming platforms are perhaps getting outsized attention thanks to savvy PR and research funded by an industry eager to grow.
It also suggests Amazon Prime, a laggard when it comes to consistent draws against Netflix, Hulu, Disney+, Paramount+ and Apple+, seeks to grow its audience by reaching out to cable TV consumers.
In other activity, Coca-Cola is again the big No. 1, further fueling a tremendous resurgence story driven by the 2026 FIFA World Cup. And the auto insurance category remains an active one thanks to both Liberty Mutual Insurance and Progressive.
By comparison, the Spot Television report reflecting national advertising on broadcast TV is again dominated by pharmaceutical companies and Morgan & Morgan.
