Total 2010 DR Radio Media Billings Bounce Back 16.5 Percent After 4Q Totals Spike 26.2 Percent1 Jun, 2011 By: Jackie Jones Response
DR radio media billings wrap up the year on a high note as the number of campaigns, the average money spent on campaigns and spending in the top 10 all enjoy healthy increases.
Bouncing back from a dismal 2009, DR radio media billings closed out 2010 with more than respectable numbers, finishing off the year at $49.3 million, a 16.5-percent increase from the prior year. Kantar Media reports fourth-quarter direct response radio media billings of $16,295,400, a vast increase from the $12 million of 4Q 2009. In contrast to 2009, all four quarters of 2010 remained above the $10 million mark, an optimistic showing for DR radio.
Similar to 4Q 2009, seven of the 17 vertical categories reported advances in 4Q 2010. With the exception of “Correspondence Schools,” which bounced back from its $0 of 4Q 2009 with an $843,900 increase, “Crafts, Hobbies, Sporting Goods and Toys” enjoyed the greatest percentage increase in 4Q 2010, jumping 91.5 percent — a result that also earned it top dollar-gainer honors with a spike of nearly $2.5 million.
The “Household, Furniture and Appliances” category suffered the biggest dollar-on-dollar loss, dropping $831,500 (24.9 percent) when compared to 4Q 2009. Outside of the “Business” category, which zeroed out with a loss of $27,100 in 4Q 2010, “Publishers and Book Clubs” decreased the most percentage-wise, tumbling 93.8 percent ($301,800).
Though national spot radio lost all market share according to Kantar’s measurements, declining $53,300 in 4Q 2010, network and local radio both made up for it with substantial dollar and percentage increases. Network radio enjoyed an increase of $3,143,500 (30.1 percent), upping its market share 3.2 percentage points. Though local radio’s market share dropped 2.8 percentage points, it also saw dollar and percentage increases of $1,182,300 and 20.2 percent.
The total number of measured unique DR radio campaigns aired during the fourth quarter rebounded as well, increasing to 78 (a 7.7-percent rise). In contrast to 4Q 2009, campaign spending averages enjoyed slight upticks as well, with the average money spent on a campaign based on the total up by 20.1 percent ($41,931) and the average money spent on a campaign outside the top 10 up by 29.2 percent ($24,178).
Spending in the top 10 increased by a significant 21.3 percent ($2.3 million). Six campaigns from 4Q 2009’s top 10 carried over to 2010’s list, with “Select Comfort” retaining the No. 1 spot for the third consecutive fourth quarter. Four new campaigns — with P90X leading the way at No. 7 — made their way to the top 10 in 4Q 2010. ■