Research

DR Radio Media Billings Continue to Drop in Second Quarter

1 Dec, 2007 By: Shay Moftakhar Response

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"Business" and "Collectibles and Art" categories report no spending.

Continuing the trend started in first-quarter 2007, second-quarter DR radio media billings reported from TNS Media Intelligence (TNSMI) show a 7.7-percent decrease of $1,286,900, following a 5.2-percent decline in the first quarter. This is the weakest second-quarter measured during the four-year partnership of TNS and Response — $7.5 million, or 32.5-percent less, than 2004's record second-quarter. Adding insult to injury, just as in the first quarter, the average money spent on a campaign outside the top 10 continues to decline.

Figure 1

 

Losers Outdistance Winners

 

Once again, only seven of the 17 categories reported advances for 2Q 2007. The "Audio Supplies and Equipment" category had the highest dollar gain with a 66.4-percent advance of $651,800. The "Food and Beverage" category followed closely with a $592,200 gain (an impressive 166.3-percent rise), doubling its spending for the second consecutive second-quarter. The highest percentage gain went to the "Video Supplies and Equipment" category, with a steep 286.4-percent rise of $16,900. The "Apparel" category also posted a respectable $111,200 gain (24.8 percent).

Figure 2

Repeating the performance of 1Q 2007 (or lack thereof), the "Business" category again reported zero billings, a $923,900 decline from 2Q 2006. The "Collectibles and Art" category, which suffered a 90.8-percent blow during the first-quarter, decided to finish off the job this quarter with a 100-percent setback of $10,100. Coming in second for highest dollar decline, the "Household, Furniture and Appliances" category reported a $725,600 demise of 12.7 percent. The bronze went to the "Crafts, Hobbies, Sporting Goods and Toys" category with a $312,300 slide.

Figure 3

 

Other Trends Slip as Well

 

During each of the past five quarters, two of three DR radio outlets reported losses, but in 2Q 2007, all three outlets managed to report losses. Network radio lost $804,100, an 8.2-percent decline, reducing its total market share to 58.1 percent. National spot radio, represented by only four campaigns, declined $7,800 leaving the category with a mere 0.07-percent market share. Local radio fell $475,000, or 6.8-percent, but earned itself an extra 0.3 percent of market share.

Figure 4

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