DR Radio

Response's DR Radio Media Billings - Third-Quarter Billings Transmit a Weak Signal

1 Mar, 2005 By: Shay Moftakhar Response

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Local radio billings edge past network radio in 3Q 2004 numbers.

According to the data reported to Response by TNS Media Intelligence/CMR (TNSMI-CMR), direct response radio media billings slid 9.6 percent - or $2.2 million - in third-quarter 2004 when compared to second-quarter results. Conversely, both long-form and short-form DRTV media billings have regularly shown an increase in the third quarter, so perhaps this decrease is peculiar only to DR radio.

Figure 1: Percentage Breakdown Among Radio DR Outlets

Among the three forms of DR radio broken down by TNSMI-CMR, network radio held a commanding lead over both local radio and national spot radio during the second quarter. However, in the third quarter, spending on network radio campaigns declined 20 percent, reducing its market share from 57 percent to 48.4 percent. Meanwhile, spending on local radio increased by 3.7 percent, thus bolstering its market share from 42.1 percent to 50.6 percent. National spot radio remained unchanged at about 1 percent of the total.

Figure 2: Third-Quarter 2004 Radio DR Categorical Distribution

The total number of DR radio campaigns aired during the third quarter decreased by only three from the second-quarter. The average money spent on a campaign based on the total and the average minus the top 10 campaigns both decreased by approximately $14,000.

Figure 3: Third-Quarter 2004 Radio DR Categorical Breakdown of Dollars Spent by Outlet and Category

The only category that showed a significant gain over last quarter was the "Video supplies and equipment" category. Reported spending in that category increased 181-fold, rising to $693,100 from $3,800 in the second quarter. The three categories that mainly contributed to the overall decrease were the "General" category (down 59 percent), the "Drug and toiletry" category (off 15 percent), and the "Computers, software and home office" category (an 11-percent decrease).

Figure 4: Complete List of 3Q 2004 Network Radio Ad Campaigns

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