2Q 2008 DR Radio Media Billings Tumble 27.7 Percent1 Dec, 2008 By: Shay Moftakhar Response
Total spent is less than half of 2Q 2004, with 37 fewer campaigns.
Network Bears the Brunt
Like 1Q 2008, only one of the three DR radio outlets reported a gain in second-quarter 2008. Again, it was national spot radio, which enjoyed a more than 15-fold gain of $160,600. This jump allowed the category to earn an additional 1.45 points of market share, pushing its total to 1.52 percent of the total market. Network radio suffered a serious 46-percent slide of nearly $4.2 million — 96.8 percent of the quarter's total losses. This fall reduced its market share by nearly 15 points to just more than 43.3 percent. And, again like 1Q 2008, local radio managed to limit its losses and pick up a chunk of market share. A 4.7-percent loss of $306,800 allowed the local market to grow its share by a sizeable 13.3 points to nearly 55.2 percent.
Fig. 5: Second-Quarter 2008 DR Radio Categorical Breakdown of Dollars Spent by Outlet and Category
The total of unique DR radio campaigns aired during 2Q fell by 10 from 2007 results — to 71. This is a 12.3-percent decline, and is just one less than the total number of campaigns measured in 1Q. However, unlike 1Q 2008, the average amount spent on a campaign declined by 17.6 percent. Outside of the top 10 campaigns, that average declined 19.4 percent.
Fig. 6: 2Q 2008 Top 10 DR Radio Campaigns
Spending in the top 10 decreased 26.2 percent ($2.7 million). Six campaigns from the previous year's second quarter reappeared on this year's list. "Select Comfort" retained the No. 1 spot, but with a $1.2 million reduction in spending. "Purity Products" jumped from No. 3 to No. 2, thanks to a 63-percent increase. "Tempur-Pedic Inc." fell eight spots to No. 10.
Fig. 7: Complete List of 2Q 2008 Network DR Radio Campaigns
National spot radio included only four campaigns totaling $171,200. "Easy Gardener Inc." was the top campaign in this space, debuting with $97,100 spent. "Circuit Country Computer Products" came in second with $54,400. "Purity Products" was third at $19,000, and "Goodfellow" from the "General" category contributed a nominal $700.