3Q 2010 DR Radio Media Billings Soar 32.7 Percent1 Mar, 2011 By: Jackie Jones Response
Top-10 spending increases 30 percent, while all three outlets see a spike in expenditures, as well.
Third-quarter 2010 DR radio media billings results provided by Kantar Media show a 32.7-percent surge in spending to $11,457,600 — nearly $3.6 million more than in 3Q 2009. The results are a crucial boost to a market in need of good news: Just a year ago, DR radio media billings crashed 37 percent, but 3Q 2010 spending more closely mirrors total results for third quarters prior to the 2009 crash as all three outlets saw an increase in dollars spent.
Categories See ‘General’ Success
A majority of vertical categories reported advances in 3Q 2010, with nine of the 17 showing increases far greater than data have shown in recent years. “Automotive and Travel” and “Collectibles and Art” bounced back from zeroes of 3Q 2009, with increases of $7,600 and $13,000, respectively.
The “General” category claimed the greatest dollar gain honors, increasing by about $1.3 million (50.6 percent). Outside of “Automotive and Travel” and “Collectibles and Art,” “Computers, Software and Home Office” led the winners in percentage gains, jumping 98.4 percent — an increase of $576,000. “Audio Supplies and Equipment” suffered the greatest dollar loss, dropping $483,000 (66.8 percent) when compared to 3Q 2009. “Home and Building” suffered the biggest percentage loss in 3Q 2010, dropping 97.5 percent ($31,500).
All three DR radio media outlets reported gains in 3Q 2010 — a complete reversal of fortune from the same quarter of the previous year. Network radio — which suffered a tumultuous 57-percent loss in 3Q 2009 — boasted a 50.8-percent jump of about $3 million. The 14.1-point increase compared to third-quarter 2009 also helped network radio reclaim its leadership perch and majority share of the market.
On Average, All’s Good
The total number of unique DR radio campaigns measured during 3Q 2010 increased by seven to 66, a 10.6-percent jump. The average money spent on a campaign based on the total increased 24.8 percent (about $43,000) to $173,600. The average money spent on a campaign outside the top 10 also increased 34.4 percent ($15,576) to $45,329.
The upswing in third-quarter 2010 DR radio media billings — a trend continued from the second quarter of this year — is a positive sign of good things to come for the market. Compared to a dismal 3Q 2009, the increases in overall totals and average spending could signal a return to healthier times. ¦
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.