DR Radio Media Billings Continue Slide With a 21.4-Percent Drop in 3Q 20081 Mar, 2009 By: Shay Moftakhar Response
Local radio decreases by 40 percent as the top 10 campaigns shrink 20.6 percent.
Third-quarter 2008 DR radio media billings from TNS Media Intelligence (TNSMI) didn't buck the losing trend of the first half of 2008, reporting a 21.4-percent decrease of more than $3.3 million. Setting record lows in all three quarters, DR radio has shown its worst results in the six years of TNS-provided data in Response.
Third-quarter 2008 DR radio totals are 41-percent lower ($8.5 million) than when Response started reporting these figures from TNSMI in 2004, and 11.3-percent lower than the previous record 3Q low, set in 2005. Like the previous two quarters of 2008, a major contributing factor to this decline is the dwindling number of individual campaigns measured.
In this case that number is down 42 percent from 3Q 2004 — 61 campaigns, compared to 105 five years ago. Also, the absence of last year's No. 2 and No. 3 campaigns — "Dell Various Computer Products" ($2.5 million) and "TempurPedic Inc." ($1.1 million) — combined to exceed the quarter's overall deficit, while no other campaigns compensated for the loss in spending.
Multiple Category Rad
Despite the overall losses, nine of 17 categories reported advances in 3Q 2008. Like 2Q, the "Multiple Category Ad" category earned the highest dollar gain, with a $1 million advance (up 71 percent). The "Home and Building" category claimed highest percentage gainer honors with a 13-fold increase of $97,100. The "Correspondence Schools" and "Lawn, Garden, Seeds and Bulbs" categories made impressive advances with 406.5-and 153.2-percent gains. The "Business" category gained $15,100 (it was zero in 3Q 2007), while the "Collectibles and Art" category remained stagnant.
Unlike 2Q 2008, the "Computers, Software and Home Office" category claimed the highest dollar decline, losing $2.3 million (91.3 percent). However, as in 2Q 2008, the leading percentage loser was the "Automotive and Travel" category, which landed at zero, losing all of the $97,300 it earned a year ago. The "Drug and Toiletry" category suffered a 37.3-percent decline, losing $1 million. "Food and Beverage" lost a half-million dollars, an 80.5-percent demise, while "Crafts, Hobbies, Sporting Goods and Toys" lost a quarter-million dollars, more than two-thirds of its total from 3Q 2007.