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Direct Response Marketing

3Q 2012 DR Radio Media Billings Down $233K

1 Mar, 2013 By: Thomas Haire Response

Continuing a third-quarter media billings trend, the DR radio market stays nearly even with a year ago, thanks to increases in top-10 and local market spending.


Third-quarter 2012 DR radio media billings results provided by Kantar Media show a 2.2-percent dip in spending to $10,589,600 — just $233,500 less than in 3Q 2011. The results continue a trend in Response’s media billings research for 3Q 2012, as both long-form and short-form DRTV also remained nearly even with 2011 totals.

Mixed Messages

Seven of the 17 vertical categories reported advances in 3Q 2012, with three categories unchanged (two of those at $0). The five largest categories in the DR radio space have been clear for years now — “Household, Furniture and Appliances,” “Multiple Category Ad,” “Drug and Toiletry,” “General” and “Crafts, Hobbies, Sporting Goods and Toys” — so the DR radio space oftentimes goes how those go.

In that group, results were mixed. The “Household” category was crucial to the entire quarter’s balance, leaping more than $1.8 million (a 67-percent rise), while the “Multiple Category Ad” sector was up 7.2 percent ($166,900). On the other hand, “Drug and Toiletry” (down $894,500 or 42.8 percent), “General” (off $570,300 or 34.4 percent) and “Crafts” (down $362,500 or 31.2 percent) all struggled mightily.

Staying Local

Local radio’s 3-percent bump of a year ago was dwarfed by its 33.1-percent leap in 3Q 2012. The increase in spending — just less than $1.8 million — helped the outlet grow its market share from 49.4 percent a year ago to 67.1 percent. This leap accelerated network radio’s recent 3Q struggles. In 3Q 2010, network radio accounted for 52 percent of the market. Today, that number is barely above 31 percent.

Top-10 Tumbles

The total number of DR radio campaigns measured during 3Q 2011 dropped by two to 61. The average money spent on a campaign based on the total rose 1.1 percent (about $1,805). However, the average money spent on a campaign outside the top 10 plummeted 41.4 percent to $28,878.

Top-10 spending rose $893,200 in 3Q 2012 (10.9 percent). The top four products of 3Q 2011 remained in the top four in 3Q 2012 — Select Comfort Direct Corp. and Hershey Chocolate USA were No. 1 and No. 2 respectively, while Purity Products (No. 3 in 3Q 2012) and Goldline Intl. Inc. (No. 4 in 3Q 2012) swapped spots from a year ago. ■

 

 

Kantar Media, formerly TNS Media Intelligence, is the leading provider of strategic media and marketing information. Utilizing highly innovative tracking technologies, the company collects expenditure, occurrence and creative intelligence on millions of brands across 20 media. These figures are based on Kantar Media multimedia ad expenditure database across the following measured media: Local Radio, National Spot Radio and Network Radio. Figures do not contain public service announcement (PSA) data. For information about Kantar Media, call (212) 991-6000 or visit www.kantarmediana.com.

 


About the Author: Thomas Haire

Thomas Haire

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