Research

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

1 Sep, 2008 By: Shay Moftakhar Response

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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

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

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

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.

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