1Q DR Radio Media Billings Begin Year With a Weak Signal1 Sep, 2009 By: Shay Moftakhar Response
Billings down by 14.3 percent as top-10 spending decreases 15.9 percent.
Parallel to the losses experienced in short-form DRTV media billings during first-quarter 2009, DR radio media billings also continue to slide. As the data provided by TNS Media Intelligence (TNSMI) for Response enters its sixth year, total DR radio media billings were off by $1.9 million (14.3 percent) from 1Q 2008 and off $10.2 million (47 percent) from 1Q 2004's record $21.8 million peak. This marks the third consecutive first quarter that DR radio billings have set all-time-low records, with this quarter bottoming out at $11,556,500.
The total number of unique individual campaigns for the medium continues to dwindle, contributing to the overall decrease in spending. Combined with a weak economy and general decline in advertising spending across all media, DR radio has struggled to rebound to its full potential.
Video Became the Radio Star
Like 4Q 2008, just three of the 17 categories reported gains this quarter — a far cry from the eight of 1Q 2008. The "Video Supplies and Equipment" category rose from its 1Q 2008 goose egg to report a rise of $53,500 and earn top-percentage gainer honors. The "General" category became the top-dollar earner with a $256,600 gain (up 12.7 percent). Finally, the "Apparel" category got spruced up with a $5,400 (12.9 percent) shopping spree.
There was a three-way tie for the top-percentage loser among the "Automotive and Travel," "Correspondence Schools" and "Lawn, Garden, Seeds and Bulbs" categories, which all reported 100-percent losses of $13,700, $5,700 and $8,500 respectively. The "Business" category claimed a 97-percent decline of $3,200 to report only a c-note in spending. The "Computers, Software and Home Office" category suffered more than a half-million dollars in damage in its 91-percent tumble. The overall top-dollar loser title went to the "Audio Supplies and Equipment" category, which lost $1.1 million (63.2 percent) to settle at $645,000 in spending.