4Q 2007 DR Radio Media Billings Decline $4 Million1 Jun, 2008 By: Shay Moftakhar Response
'Computers, Software and Home Office' and 'Drug and Toiletry' categories each decrease more than $2 million.
The total number of unique DR radio campaigns aired during the fourth-quarter 2007 remained the same as fourth-quarter 2006 — 83. Hence, the average money spent on a campaign based on the total also fell by the same amount as the total decline in spending, 18.3 percent ($49,086) to $218,633. The average minus the top 10 fell even deeper with a 33.9-percent decrease to $67,844.
Figure 5 Fourth-Quarter 2007 DR Radio Categorical Breakdown of Dollars Spent by Outlet and Category
Top-10 spending decreased by $1.53 million (10.4 percent), while the amount necessary to gain entry into the top 10 fell by 36.6 percent to $507,600. "Select Comfort" maintained the No. 1 spot with an additional 12.4-percent, or $457,000, spent. "Bose Wave" traded the No. 2 spot for the No. 10 spot, while the "Bose Quietcomfort 2 & 3" campaign filled the No. 2 spot with nearly $2.2 million spent.
Figure 6 4Q 2007 Top 10 DR Radio Campaigns
National spot radio had only four campaigns: "Circuit Country Computer Products" represented the lion's share with $29,100; "Moractives Food" totaled $10,000; "Trading on Target Correspondence School" reported $3,400; and "Ashton-Drake Galleries" dabbled with $1,400.
Figure 7 Complete List of 4Q 2007 Network DR Radio Campaigns
Fourth-quarter 2007 symbolized 2007 overall for DR radio, as the year turned out to be a disappointment, aside from the glimmer of hope offered by the third-quarter rebound. However, two weak quarters in the beginning of the year put a lot of pressure on the fourth-quarter to reverse the trend. The only bright side to all this is that 2007 managed to stay nearly $800,000 above 2005's all-time low results.