2Q 2013 DR Radio Media Billings Rise 22.8 Percent1 Dec, 2013 By: Thomas Haire Response
Nearly every indicator enjoys a bump during the best second quarter since 2007.
In the first good media billings news for the direct response industry this year, second-quarter 2013 DR radio media billings — provided by Kantar Media — show a $2.5 million jump when compared to 2Q 2012. This marks the second consecutive 2Q rise, with this quarter’s 22.8-percent bump adding to the 15.1-percent leap the DR radio market enjoyed in 2Q 2012. The total spend of $13,756,000 is the DR radio medium’s best second-quarter result since 2007.
This Quarter Goes to 11
Eleven of the 17 categories reported advances in the second quarter (with one category remaining stagnant). Much like 2Q 2012, the “Household, Furniture and Appliances,” “Food and Beverage” and “General” categories led the way. The “Household” category earned biggest dollar-gainer honors, adding nearly $1.4 million (41.6 percent) to its total — after enjoying a $972,700 rise during the same time period a year ago. “Food and Beverage” gained nearly $300,000 in 2Q 2013 (after gaining $600,000 a year ago), and “General,” which enjoyed a $1.2 million rise in 2Q 2012, added another $700,000 between April and June of 2013.
On the other end of the spectrum, the “Drug and Toiletry” category was, by far, the biggest dollar-on-dollar loser, dropping $575,300 (29.3 percent) of its 2Q 2012 total. The four other losing categories represented some of the industry’s smaller radio verticals — their combined losses totaled just $68,300 in 2Q 2013.
Marketers Getting More Local
All three DR radio media outlets reported gains in the second quarter, with local radio adding to its lead in market share. Local netted an additional $1.9 million in 2Q 2012, increasing its share by 4.1 points to 58.1 percent. While network radio gained $556,100 in spending, it dropped 4.3 points of share, falling to 40.4 percent of the market.
The total number of DR radio campaigns aired in 2Q 2011 was 68 — up 9.7 percent from 2Q 2012. After jumping 28.1 percent in 2Q 2012, the average spent on a campaign rose $21,586 in 2Q 2013 — an 11.9-percent bump. Spending on campaigns outside the top 10 slumped slightly, dropping by $4,234 (or 10.1 percent).
Spending in the top 10 increased more than $2.5 million, a 28.2-percent leap, speaking again to marketers being willing to shell out for proven winners, but less likely to break the bank on newer products. Six of the 10 campaigns from 2Q 2012’s top-10 list made this quarter’s list — Select Comfort Direct Corp. retained the No. 1 spot, while Goldline Intl. Inc. fell from No. 2 to No. 4. ■
Kantar Media, formerly TNS Media Intelligence, is the leading provider of strategic media and marketing information. Utilizing highly innovative tracking technologies, the company collects expenditure, occurrence and creative intelligence on millions of brands across 20 media. These figures are based on Kantar Media multimedia ad expenditure database across the following measured media: Local Radio, National Spot Radio and Network Radio. Figures do not contain public service announcement (PSA) data. For information about Kantar Media, call (212) 991-6000 or visit www.kantarmediana.com.