Response Magazine Site Response Expo Site Direct Response Market Alliance Site Response TV Site Market Research Job Board

 

   Log in
  



Research

DR Radio Media Billings Lower Volume by 11.7 Percent in 1Q 2008

1 Sep, 2008 By: Shay Moftakhar Response

Total number of measured individual DR short-form radio campaigns shrinks to just 72.


 

Losses Affect Network and Local

 

Only one of the three DR radio outlets reported a gain in 1Q 2008. National spot radio gained 38.5 percent — $30,700 — but only gained 0.3 points of market share, pushing its total to just 0.82 percent of the total market. Network radio continued to hemorrhage money, suffering a 20-percent decline of $1,645,800. The loss reduced its market share by more than 5 points, to 48.4 percent. This represented a very similar performance to 1Q 2007, when network radio lost nearly 6 points off its market share.

 Fig. 5
Fig. 5

Local radio managed to limit its losses and pick up a chunk of market share with a 2.4-percent loss of $166,700. Thanks to controlling its losses, local radio grew its share of the market by nearly 5 points, to 50.8 percent.

 Fig. 6
Fig. 6

The total number of unique DR radio campaigns aired during first-quarter 2008 suffered a 12.2-percent decline, falling to only 72 measured campaigns. The average money spent on a campaign based on the total increased by a mere 0.6 percent to $187,299. The average spend outside the top 10 campaigns continued to decline with a hefty 14-percent decrease to $53,444.

 Fig. 7
Fig. 7

In 1Q 2008, national spot radio doubled its number of individual campaigns aired to six, with the spend now totaling $110,500. "Circuit Country Computer Products" led the pack with $51,400 spent for 46.5 percent of the total. "Castalian Music Various Recordings" followed with $30,900 and "JC Penney Co. Inc. Multiple Products" spent $20,900. "Dual Action Cleanse" claimed $4,700, "Trading On Target Correspondence Schools" spent $2,600, and "Slim Green Kit" contributed $300.

1 2 


Add Comment




©2014 Questex Media Group LLC. All rights reserved. Reproduction in whole or in part is prohibited. Please send any technical comments or questions to our webmaster. Contact Us | Terms of Use | Privacy Policy | Security Seals