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2Q 2008 DR Radio Media Billings Tumble 27.7 Percent

1 Dec, 2008 By: Shay Moftakhar Response

Total spent is less than half of 2Q 2004, with 37 fewer campaigns.


More than doubling the 11.7-percent decline in spending in first-quarter 2008, second-quarter 2008 DR radio media billings, as reported by TNS Media Intelligence (TNSMI), reflected a 27.7-percent decrease of $4.3 million. The lowest second-quarter in six years of TNS-provided data also marks the second consecutive year that DR radio numbers have declined.

Fig. 1: Percentage Breakdown Among DR Radio Outlets
Fig. 1: Percentage Breakdown Among DR Radio Outlets

DR radio media billing totals for 2Q 2008 have dipped below half of what they were when Response started reporting these figures from TNSMI in 2004 — 51.2-percent less to be exact with an $11,773,500 decline over a five-year span. Akin to first-quarter 2008, a major contributing factor to this decline is the constant dwindling number of individual campaigns measured in this medium — 71, down from 108 in 2Q 2004.

Fig. 2: Second-Quarter 2008 DR Radio Categorical Distribution
Fig. 2: Second-Quarter 2008 DR Radio Categorical Distribution

 

6 Wins, 10 Losses, 1 Tie

 

The quarter saw just six of the 17 categories report advances, the lowest for any second quarter since Response began publishing analysis of TNSMI's numbers. The "Multiple Category Ad" category had the highest dollar gain — $1 million — good for an 86.3-percent rise. The "Computers, Software and Home Office" category claimed a $210,300 gain (76.5 percent). The "Lawn, Garden, Seeds and Bulbs" category enjoyed a $70,500 increase, while the "Publishers and Book Clubs" and "Video Supplies and Equipment" categories reported gains of $54,000 and $9,100 respectively.

Fig. 3
Fig. 3

The "Food and Beverage" and "Automotive and Travel" categories earned top percentage-loss honors with 100-percent declines of $948,200 and $97,400 respectively. The "Apparel" category came in third with a 93.3-percent demise of $522,000, dragging its total down to $37,600. Dollar-wise, the "Household, Furniture and Appliances" category was the biggest loser, with a 37.8-percent slide of $1.9 million. Four more categories reported losses between $380,000 and $750,000, contributing to the overall decline in the second quarter.

Fig. 4: Total Quarterly DR Radio Media Billings
Fig. 4: Total Quarterly DR Radio Media Billings

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