DR Radio Media Billings Slide 3.1 Percent in 4Q 20121 Jun, 2013 By: Thomas Haire Response
Total 2012 DR radio media billings finish on par with 2011 figures, as the final quarter features slight drops in average money spent on campaigns and spending in the top 10.
DR radio media billings closed out 2012 at $47.7 million, dropping just $281,300 in comparison with 2011 results, a nearly imperceptible 0.6-percent loss. However, that overall annual loss can be attributed wholly to fourth-quarter results: Kantar Media reports DR radio media billings of $12,594,900, a 3.1-percent drop of $408,800 when compared to 4Q 2011.
Crafting a Big Quarter
Eight of the 17 vertical categories reported advances in 4Q 2012. “Business” and “Video Supplies and Equipment” enjoyed 100-percent comebacks when compared to 4Q 2011, jumping from $0 to $4,000 and $7,100, respectively. “Home and Building” and “Correspondence Schools” fared less well, dropping to zero from $458,000 and $1,000 respectively.
“Crafts, Hobbies, Sporting Goods and Toys” enjoyed the greatest dollar increase in 4Q 2012, jumping $1,954,500, or 328 percent. The “Household, Furniture and Appliances” ($1.03 million) and “Food and Beverage” ($647,300) categories also enjoyed sizeable jumps. The “General” category suffered a $2.3 million loss, while “Apparel” (89.9 percent) and “Audio Supplies and Equipment (87.4 percent) also dropped.
The Local Radio outlet enjoyed a big fourth quarter, gaining nearly $1.2 million in spending (a 21.6-percent rise) and taking over the majority of DR radio market share at 53 percent. National Spot Radio also had a solid quarter, building on its 4Q 2011 bounce back with a $270,200 rise in 4Q 2012, earning it an additional 2.1 points of market share. However, Network Radio dipped almost $1.9 million (25 percent), and slipped to just 44.7 percent of the total DR radio market.
The total number of measured unique DR radio campaigns aired during the fourth quarter rose 13.8 percent. The average spend on a campaign based on the total fell 14.9 percent, while the average spend on a campaign outside the top 10 fared slightly better, losing just 6.7 percent.
Spending in the top 10 decreased 5.9 percent ($620,500). Five campaigns from 4Q 2011’s top 10 carried over to 2012’s list, with Select Comfort Direct Corp. leaping back into the No. 1 spot from No. 3 a year ago. Last year’s No. 1, Goldline Intl. Inc., fell to No. 7. REI, which failed to rank in 4Q 2011’s top 10, jumped up to No. 2, while See’s Candies, Dell, Shari’s Berries and Hickory Farms all joined the top 10. ■