2Q 2010 DR Radio Media Billings Jump 10.9 Percent1 Dec, 2010 By: Jackie Jones Response
Network radio outspends local as totals reverse the declining trend of the past three years.
Second-quarter 2010 DR radio media billings, provided by Kantar Media, show a 10.9-percent increase of about $1.2 million. This is the first time in the past four years that second-quarter numbers have seen an increase, and total quarterly spending has returned to above $10 million after last year’s low of $9,879,200.
Despite a slight decrease in the average money spent on a campaign, spending in the top 10 increased and the total number of unique individual campaigns increased by 8, an 11.4-percent jump.
An impressive 10 of 17 categories reported advances in the second quarter, double the number from 2Q 2009. “Collectibles and Art” and “Correspondence Schools” bounced back from last year’s zero totals, at $21,900 and $305,700, respectively. “Home and Building” had the highest dollar gain with a $2,450,500 increase, a 97-percent jump. Not taking into account the 100-percent gains of “Correspondence Schools” and “Collectibles and Art,” “Food and Beverage” took home top-percentage gainer honors with a 99.8-percent rise of $1,711,900.
The “Household, Furniture and Appliances” category was the loss leader in both dollar and percentage amounts, suffering a $3,435,600 decrease in spending, reflecting a 99.8-percent demise. A majority of categories reflected extreme percentage changes — both in increases and decreases — with nine categories seeing percentage changes of 90 percent or higher.
“Automotive and Travel” reported a zero for the third-consecutive second-quarter.
Network Radio Gains Majority Market Share
Only one of the three DR radio media outlets reported a gain in the second quarter, as network radio saw a 39.6-percent increase of $2,484,600, pushing its overall share of the total market to 56.6 percent — a reversal of last year’s declining trend. National spot radio suffered a significant percentage loss of 91.3 percent, dropping its total share of the market to only 0.15 percent, down from last year’s 1.9 percent.
The average money spent on a campaign took a slight dip of 0.6 percent, though the average money spent on a campaign outside of the top 10 increased by $4,077 (8.8 percent). Spending in the top 10 increased $629,900, a 7.6-percent jump, and eight of the campaigns from the previous top-10 list made this quarter’s list. Select Comfort Direct Corp. retained the No. 1 spot, P90X debuted at No. 5 and Bose Wave jumped in at No. 10.