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Direct Response Marketing

3Q 2011 DR Radio Media Billings Drop 5.5 Percent

1 Mar, 2012 By: Jackie Jones Response

Top-10 spending declines 7.8 percent while the average money spent on a campaign also tumbles.


Third-quarter 2011 DR radio media billings results provided by Kantar Media show a 5.5-percent dip in spending to $10,823,100 — $643,500 less than in 3Q 2010. The results are an unfortunate reversal of fortune from the same time period a year ago, when DR radio media billings began to show improvement in both overall spending and expenditures per media outlet.

Home Improvement

Only six of the 17 vertical categories reported advances in 3Q 2011, with two completely hitting bottom in dollars spent. “Apparel” and “Correspondence Schools” both zeroed out, losing $36,600 and $600, respectively. The “Drug and Toiletry” category suffered the greatest dollar decline with a loss of $417,700 (16.6 percent). Outside of the “Apparel” and “Correspondence Schools” categories, “Food and Beverage” endured the greatest percentage loss — 67.4 percent, or $3,100 — when compared to the same time period of the year prior.

However, both the “Home and Building” and “Household, Furniture and Appliances” categories fared much better in 3Q 2011. “Household, Furniture and Appliances” boasted the greatest dollar increase, soaring $394,900 (14.6 percent), while “Home and Building” skyrocketed 94.7 percent to earn the top percentage gain — a $14,200 jump.

Staying Local

Only one DR radio media outlet — local radio — reported a gain in 3Q 2011, in contrast to last year’s third-quarter results, which showed all three outlets boasting gains. Local radio jumped 3.3 percent ($175,600), while network radio lost the greatest dollar amount, $622,700 (10.4 percent). National spot radio suffered the greatest percentage loss, plummeting 64.1 percent ($187,400).

Top-10 Tumbles

The total number of unique DR radio campaigns measured during 3Q 2011 dropped by three to 63, a 4.5-percent decline. The average money spent on a campaign based on the total dipped just 1 percent (about $1,805). However, the average money spent on a campaign outside the top 10 inched up 7.6 percent to $49,047, an increase of $3,718.

Top-10 spending dropped $695,600 in the third quarter, a 7.8-percent drop. Four brands broke into the top 10 for the first time in 3Q 2011, with REI claiming the highest newcomer ranking — No. 6 — with $386,000 in spending.

Percentage Breakdown Among DR Radio Outlets3Q Total DR Radio Campaigns FiguresThird-Quarter 2011 DR Radio Categorical DistributionTotal Quarterly DR Radio Media BillingsThird-Quarter 2011 DR Radio Categorical Breakdown of Dollars Spent by Outlet and CategoryThird Quarter 2011 Top 10 DR Radio CampaignsComplete List of Third-Quarter 2011 Network DR Radio CampaignsKantar Media


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