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1Q 2011 DR Radio Media Billings Spike 27.4 Percent

1 Sep, 2011 By: Jackie Jones Response

In a reversal of fortune from 2010, first-quarter radio media billings boast increases in all three outlets as well as in the average money spent on all campaigns.

DR radio media billings enjoyed a healthy turnaround in the first quarter of 2011, according to data provided by Kantar Media. The first-quarter 2011 total of $14,434,400 was up almost $4 million from 1Q 2010, a 27.4-percent increase. Though this quarter’s total falls about $1.9 million short of 4Q 2010 results, it continues on upward trend seen at the end of last year.

Good Sports

Ten of the 17 categories reported gains this quarter. The “Automotive and Travel” category bounced back from last year’s $0 with a 1Q 2011 total of $9,400. “Business” and “Correspondence Schools” fared less well, zeroing out this quarter after decreases of $300 and $2,400, respectively.

Outside of those three categories, “Crafts, Hobbies, Sporting Goods and Toys” enjoyed an excellent quarter, earning both the top dollar and percentage increases in 1Q 2011 — gaining nearly $2.1 million (91.3 percent) when compared to the same period of the prior year. “Publishers and Book Clubs” took the greatest hit dollar-wise as well as percentage-wise in 1Q 2011, dropping a staggering 87.3 percent ($122,700). “Collectibles and Art” also struggled, decreasing $22,600 (58.4 percent) this quarter when compared to 1Q 2010.

Upswing in Campaign Spending

All three DR radio outlets reported dollar gains in the first quarter, with network radio leading the pack with its 36.3-percent rise of $3.3 million. National spot radio followed, jumping 25.3 percent ($32,300), while local radio boasted a 10.6-percent rise ($529,300).

The total number of unique DR radio campaigns aired during 1Q 2011 saw a slight decrease of 13 percent to 60. Subsequently, the average spent on a campaign based on the total increased by 36.9 percent ($88,657) to $240,570. The average spent on a campaign outside the top 10 also increased 9.5 percent ($4,993) to $52,716.

Spending in the top 10 increased by $4,132,300 (35 percent) to $11,798,600 in 1Q 2011. Seven campaigns from 1Q 2010’s top 10 carried over to this year’s list, with “Select Comfort Direct Corp.” still maintaining its firm grasp on the No. 1 spot. Newcomer P90X bumped Goldline Intl. Inc. out of the No. 2 spot with total spending of $2,311,400. Other campaigns unique to this year’s list were Proactiv Solution at No. 4 and Rosland Capital at No. 9.

The continued increase in DR radio media billings could be a sign of even better things to come, especially as spending in the top 10 campaigns abounds and radio outlets continue to report dollar gains. ■


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