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Research

DR Radio Billings Continue Winning Streak to Close 2016

1 Jun, 2017 By: Thomas Haire Response

A 6.7-percent rise in fourth-quarter results helps push total year DR radio billings to nearly $70 million.


A fifth consecutive quarterly increase for the DR radio media billings market isn’t the biggest news in fourth-quarter 2016 results provided by Kantar Media. Sure, the quarterly total of $16,047,400 marks a 6.7-percent increase vs. 4Q 2015, thanks to increased spending in network radio, and the “Automotive and Travel” and “Household, Furniture, and Appliances” categories.

No — the big news is that 2016’s annual spending total of $69,936,900 represents the best year for DR radio billings since 2004. The total is an $11.5 million (19.8-percent) increase over 2015’s results.

Four on the Floor

Just four of the 17 measured categories reported gains in 4Q 2016. Replicating recent success, the “Automotive and Travel” space — led by WeatherTech.com — was the quarter’s big gainer, rising $1.7 million — a 726-percent increase compared with year-prior results. Expanded spending from My Pillow helped the “Household, Furniture, and Appliances” category to a $1.1 million (47.7 percent) rise.

Only three of the 12 down categories suffered losses of greater than $100,000: “Computers, Software, and Home Office” dropped nearly $1.2 million (47.2 percent); “Video Supplies and Equipment” lost $455,500 (99.8 percent); and the radio outlet’s behemoth, “Drug and Toiletry,” dipped $144,500 (2.1 percent).

Network, Top-10 Spending Jump

Just one of three DR radio outlets gained spending compared with 4Q 2015 results: network radio picked up nearly $1.4 million in spending (25.8 percent) but added 6.4 points of market share. Local radio gave back 4.5 of those share points, but only lost 1.1 percent compared to the year-prior. DR radio’s smallest outlet, national spot radio, slipped $283,600 (55 percent).

Continuing a recent trend, the total number of unique DR radio campaigns aired fell 24.5 percent to 148. However, with top-10 campaign spending up 34.7 percent, the average spent on a campaign based on the total rose 41.3 percent. Outside the top 10, spending per campaign increased more modestly: 2.3 percent.

The increase across the top 10 left those campaigns accounting for 66.1 percent of the quarter’s total spend — a gain of almost 14 points vs. vs. 4Q 2015. Seven of the top 10 campaigns in fourth-quarter 2015 appeared in 4Q 2016. My Pillow rose to No. 1 after finishing third a year ago. WeatherTech.com was once again the leading newcomer among the top 10 campaigns, reaching No. 3 with nearly $1.2 million. The No. 1 product from the year prior — Rosetta Stone — fell to No. 5 in 4Q 2016. ■


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.


About the Author: Thomas Haire

Thomas Haire

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