1Q 2013 DR Radio Media Billings Fade by $2.1M1 Sep, 2013 By: Thomas Haire Response
After a massive leap in 1Q 2011, the DR radio sector has given back nearly all of those gains in the past two years. With spending back near 2010 levels, what does the rest of the year hold?
DR radio media billings dropped nearly 16 percent in first-quarter 2013 from results a year prior, according to data provided by Kantar Media. The first-quarter 2013 total of $11,205,600 (down 15.9 percent, or $2.1 million, from 1Q 2012) is the second-lowest result recorded in a first-quarter since Response teamed with Kantar to report DR radio billings in 2005.
Crafts & Hobbies’ Loss Is Housewares’ Gain Eight of the 17 categories reported gains this quarter (with two categories remaining flat at zero spending). The “Household, Furniture and Appliances” category expanded on its 36-percent 1Q rise a year ago, jumping $1.1 million (28.9 percent). Meanwhile, the “Multiple Category Ad” designation added $895,400 (48.6 percent).
Among the quarter’s seven struggling categories, “Crafts, Hobbies, Sporting Goods and Toys” nearly zeroed out, losing 99.7 percent of its $1.3 million of 1Q 2012 to land at $3,600 in first-quarter 2013. Other major dollar losers included the “General” category (down $1.1 million) and the “Drug and Toiletry” category (off more than $1 million).
Two of three DR radio outlets reported dollar gains in the first quarter, with local radio again leading the pack. Its 31.6-percent rise of $1.9 million allowed it to gain more than 25 points of market share and take hold of almost 70 percent of total radio spending. However, network radio lost 57.5 percent ($4.1 million) of its 1Q 2012 total.
The total number of unique DR radio campaigns aired during 1Q 2013 increased 13.8 percent to 74. However, while the average spent on a campaign based on the total decreased by 26.1 percent ($53,535), the average spent on a campaign outside the top 10 actually stumbled even more, falling almost 50 percent to $27,561 — again pointing to a transition from network to local spending.
Spending in the top 10 decreased by 8.7 percent to $9,441,700 in 1Q 2013. Eight campaigns from 1Q 2012’s top 10 carried over to this year’s list, with “Select Comfort Direct Corp.” maintaining its grasp on the No. 1 spot. Some shuffling ended up with Hershey Chocolates USA and Purity Products each jumping up three spots from a year ago. Dell Various Computers (No. 7) and Liberty Safe (No. 10) were the 1Q newcomers compared to last year’s list. ■
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.