Moderna became part of the American lexicon during the pandemic when it introduced a widely adopted COVID-19 vaccine. But now the Boston-based company wants to broaden its brand beyond just vaccines and broadcast radio is one of the channels being used to do just that.
Since mid-September, Moderna has climbed from the top 25 radio advertisers into the top five. In the month of September alone, it used AM/FM radio to reach over 83 million Americans. In the most recent spot tracking period, the week of Oct. 9-15, Moderna surged to No. 2 with 45,888 airings, second only to perennial No. 1 ZipRecruiter.
“We didn’t want to be known as only a COVID company,” Chief Brand Officer Kate Cronin says in a Q&A with AdAge. “You saw what happened to companies…
