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Research

DR Radio Media Billings Continue Slide With a 21.4-Percent Drop in 3Q 2008

1 Mar, 2009 By: Shay Moftakhar Response

Local radio decreases by 40 percent as the top 10 campaigns shrink 20.6 percent.


 

Harassing the Locals

 

Like the previous two quarters of 2008, only one of three DR radio outlets reported a gain in 3Q 2008. Network radio enjoyed a slight 5.2-percent gain ($339,500); national spot radio lost 47.8 percent, a $112,200 decline; and local radio took a heavy $3.5 million hit.

Figure 6
Figure 6

The total number of unique DR radio campaigns aired during 3Q 2008 set a new record low, falling to 61 (73 in 3Q 2007) — a 16.4-percent decline. Like 2Q 2008, per-campaign spending averages declined. The average money spent on a campaign based on the total declined by 5.9 percent ($12,676). The average spend outside the top 10 declined 6.9 percent ($3,465).

Figure 7
Figure 7

Spending in the top 10 decreased by 20.6 percent ($2.6 million), as just six campaigns from 3Q 2007 carried over to this year's list. "Select Comfort" retained the No. 1 spot, but with a 14-percent reduction in spending. "Purity Products" climbed up two spots to No. 2 thanks to a 47.3-percent increase of $574,500. "Hershey Chocolate USA" debuted at No. 3 with $679,500.

National spot radio included only two campaigns totaling $122,300. "Dell Various Computer Products" led with $97,100 spent, while "Circuit Country Computer Products" followed with $38,500.

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