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Media Billings

1Q DR Radio Media Billings Begin Year With a Weak Signal

1 Sep, 2009 By: Shay Moftakhar Response

Billings down by 14.3 percent as top-10 spending decreases 15.9 percent.

Driving Down Route 66

i5None of the three DR radio outlets reported any gains in the first quarter. Network radio experienced a 12.9-percent decline of $843,200, yet its market share increased to 49.2 percent. National spot radio took a 4.4-percent dip of $4,900, yet also gained market share, increasing its total to 0.9 percent of the total market — one step closer to breaking the 1-percent barrier. Local radio took the heaviest hit with a $1 million loss (15.8 percent) and ceded 0.9 percentage points of its market share to fall below half the market — 49.9 percent.

i6The total number of unique DR radio campaigns aired during 1Q 2009 dropped to 66, an 8.3-percent decline — and 41 fewer than the peak of 1Q 2004. The average money spent on a campaign based on the total decreased by 6.5 percent to $175,098. The average spent on a campaign outside the top 10 actually rose 0.45 percent to total $53,682.

i7Spending in the top 10 decreased by $1.6 million (15.9 percent). Seven campaigns from 1Q 2008's top 10 carried over to this year's list. "Select Comfort" retained the No. 1 ranking, but with a 14.9-percent reduction in spending of $525,500. "Purity Products" retained the No. 2 spot, but with a 16.8-percent reduction in spending of $258,700.

National spot radio saw its number of individual campaigns aired reduced from six in 1Q 2008 to only two this year, totaling $105,600 in spending. "" claimed the lion's share with $103,000 and "Swiss Colony" anted up $2,600.

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About the Author: Shay Moftakhar

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