1Q 2012 DR Radio Media Billings Slip 7.7 Percent1 Sep, 2012 By: Thomas Haire Response
Though results slipped slightly from last year’s stunningly positive first quarter, the total spent reassuringly matches the pre-recession results of 1Q 2008.
Yes, DR radio media billings dropped slightly from 2011’s meteoric rise in first-quarter results, according to data provided by Kantar Media. However, the first-quarter 2012 total of $13,322,500 (off 7.7 percent, or $1.1 million, from 1Q 2011), was the second best result in the past four years and nearly matched the pre-Great Recession first quarter of 2008 dollar for dollar. Even more positively, the results showed a 2.4-percent jump over 4Q 2011.
Food, Housewares, Automotive Take the Lead
Just four of the 17 categories reported gains this quarter (with three categories remaining flat at zero spending). The “Household, Furniture and Appliances” category jumped $989,300 (35.6 percent) to reach nearly $3.8 million. Meanwhile, after nearly bottoming out in 1Q 2011, “Automotive and Travel” gained 984 percent, to finish the quarter at $101,900. Similarly, “Food and Beverage” results jumped 240 percent (or $958,500) to surpass $1.3 million for the quarter.
Among the quarter’s 10 struggling categories, “Video Supplies and Equipment” zeroed out, losing every penny of 1Q 2011’s $105,700. The top dollar losers were the “General” category (its $1.4 million dollar loss represented 37.3 percent of its 1Q 2011 total) and the “Crafts, Hobbies, Sporting Goods and Toys” category (off just more than $1 million).
Upswing in Campaign Spending
Two of three DR radio outlets reported gains in 1Q 2012, with local radio leading the pack with its 19.6-percent rise of $974,700. National spot radio followed, jumping 23.2 percent. However, the losses suffered by network radio more than offset those gains. Network lost more than $2.1 million, or 22.7 percent, of its 1Q 2011 total.
The total number of unique DR radio campaigns aired during 1Q 2012 saw a slight increase of 8.3 percent to 65. However, while the average spent on a campaign based on the total decreased by 14.8 percent ($35,608) to $204,962, the average spent on a campaign outside the top 10 actually increased 2.9 percent ($1,518) to $54,224.
Spending in the top 10 decreased by $1,458,400 (12.4 percent) to $10,340,200 in 1Q 2012, accounting for the quarter’s overall decline. Seven campaigns from 1Q 2010’s top 10 carried over to this year’s list, with “Select Comfort Direct Corp.” still maintaining its firm grasp on the No. 1 spot. Similarly, P90X remained a strong No. 2, while Shari’s Berries powerful 1Q debut at No. 3 dropped Goldline Intl. Inc. down to fourth place.