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Direct Response Marketing

2Q 2012 DR Radio Media Billings Jump 15.1 Percent

1 Dec, 2012 By: Thomas Haire Response

Average spending on campaigns spikes as the medium enjoys its best second quarter in four years.


Second-quarter 2012 DR radio media billings, provided by Kantar Media, rose 15.1 percent — nearly $1.5 million — when compared to 2Q 2011, another reversal of fortune that has seen second-quarter results fluctuate down in odd numbered years and up in even years since 2008. The total spend of $11,203,900 is the DR radio medium’s best second-quarter result since pre-recession 2Q 2008, and much of the credit for that can be given to massive increases in spending per campaign — up more than 28 percent from 2Q 2011.

A ‘General’ Housecleaning

Eight of the 17 categories reported advances in the second quarter (with two categories remaining stagnant). The “General” category enjoyed the highest dollar rise ($1,163,800), more than doubling its 2Q 2011 result. Meanwhile, the “Household, Furniture and Appliances” category enjoyed a $972,700 rise (42.1 percent), and “Drug and Toiletry” (up 43.8 percent) and “Food and Beverage” (up six-fold) gained nearly $600,000 each.


On the other end of the spectrum, the “Audio Supplies and Equipment” category (off 96.7 percent with a $441,600 loss) and the “Video Supplies and Equipment” category (down 84.1 percent, losing $146,900) suffered the worst percentage drags. The biggest dollar losers in 2Q 2012 were the “Multiple Category Ad” and “Crafts, Hobbies, Sporting Goods and Toys” groups — each lost nearly $570,000 from 2Q 2011 results.

Marketers Put More Skin in the Game

Two of the three DR radio media outlets reported gains in the second quarter, with local radio adding to its lead in market share. Local netted an additional $1.1 million in 2Q 2012, increasing its share by three points to 54 percent. While network radio gained $367,300 in spending, it dropped 3.3 points of share, falling to 44.7 percent of the market.

The total number of DR radio campaigns aired in 2Q 2011 was 62 — off by 10.1 percent from 2Q 2011. In turn, both the average money spent on a campaign based on the total and outside the top 10 increased dramatically. The average money spent on a campaign based on the total rose $39,607 (28.1 percent), while the average money spent on a campaign outside the top 10 jumped $8,248 (24.6 percent).

Spending in the top 10 increased nearly $1.3 million, a 16.5-percent leap, but only three campaigns from the previous top-10 list made this quarter’s list — Select Comfort Direct Corp. retained the No. 1 spot, while Goldline Intl. Inc. enjoyed the highest-ranked debut from one second quarter to the next at No. 2. ■


About the Author: Thomas Haire

Thomas Haire

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