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Media Billings

DR Radio Billings Drive Forward in 2Q 2016

1 Dec, 2016 By: Thomas Haire Response

Spending increases in the local radio outlet, the “Automotive and Travel” category, and in the top 10 lead to the best second-quarter results in nine years.


Showing a year-over-year rise for the third consecutive quarter (and for the seventh time in the past eight quarters) DR radio’s second-quarter 2016 media billings grew by nearly $1.8 million compared to results from 2Q 2015 — an 11.7-percent increase. Powered by strong increases in top-10 product spending and the “Automotive and Travel” category, Kantar Media reported second-quarter 2016 spending at $16,979,900, topping last year’s second quarter as the best 2Q result since 2007. Even with an appreciable slip in the total number of radio campaigns aired, DR radio grew thanks to the expanding local radio outlet, expanding share of spend in the top 10, and key growth in three of the major market categories.

Five Alive

Intriguingly, the quarter’s growth was carried by just a handful of categories as only five of the 17 measured reported gains in 2Q 2016. As usual, the “Drug and Toiletry” category led the way, rising by nearly $1.3 million (17 percent) compared to second-quarter 2015. However, the biggest leap — and a crucial boost to the quarter’s overall success — was in the “Automotive and Travel” space, which rose by $1.1 million. That’s more than a six-fold increase for the category.

Only three down categories reported losses of more than $100,000: “General” lost $892,900 (58.8 percent); “Computers, Software, and Home Office” dropped $458,200 (15 percent); and “Collectibles and Art” backslid $189,000 (99.2 percent).

Buy Local

Two of three DR radio outlets lost spending compared with 2Q 2015 results, but local radio picked up the slack. Local’s $2.3 million (25.2 percent) gain minimized the effects of national spot radio’s $431,500 (27.2 percent) and network radio’s $50,400 (1.1 percent) dips. Local gained 7.1 points of market share, accounting for nearly two-thirds of spending in the quarter.

The number of unique DR radio campaigns aired during 2Q 2016 fell 22.6 percent to 154. However, with spending up, it’s no surprise that the average spent on a campaign based on the total rose 44.4 percent to $110,259. Outside the top 10, the increase in average spent on a campaign was 19.3 percent, to $51,213.

Spending among the top 10 campaigns rose more than $2.5 million to $9,605,200 in 2Q 2016, accounting for 56.6 percent of total spending — a gain of 10 points vs. 2Q 2015’s top-10 share. Eight of the top 10 campaigns in second-quarter 2015 appeared in 2Q 2016, including top-ranked My Pillow, which increased it’s second-quarter spend by $1.4 million over the same time period a year ago. ■


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.
 


 


About the Author: Thomas Haire

Thomas Haire

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