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Fourth-Quarter 2011 DR Radio Media Billings Fade $3M

1 Jun, 2012 By: Jackie Jones Response

Fourth-Quarter 2011 DR Radio Media Billings Fade $3M

Total 2012 DR radio media billings wrap up the year down 2.6 percent, while the number of campaigns, average money spent on campaigns and spending in the top 10 all suffer slight dips as well.

DR radio media billings closed out 2011 at just less than $48 million, a 2.6-percent decrease from 2010 totals. However, that loss is mainly thanks to a strikingly troubling fourth quarter, as Kantar Media reports DR radio media billings of $13,003,700, a 20.2-percent drop of $3.3 million when compared to 4Q 2010.

Correspondence Schooling Suffers

Eight of the 17 vertical categories reported advances in 4Q 2011, with “Business” remaining at $0. “Automotive and Travel,” “Computers, Software and Home Office” and “Home and Building” enjoyed 100-percent comebacks when compared to 4Q 2010, jumping from $0 to $25,100, $690,000 and $458,000, respectively. “Video Supplies and Equipment” fared less well in 4Q 2011, dropping every penny of its $77,900 of 4Q 2010.

“Multiple Category Ad” enjoyed the greatest dollar increase in 4Q 2011, jumping $747,400, or 32.9 percent. The “Apparel” category boasted the greatest percentage spike outside of the 100-percenters — 56.1 percent ($163,100). “Correspondence Schools” suffered the second-greatest percentage dive in 4Q 2011 of 99.9 percent ($842,900) when compared to the same quarter of the prior year, while “Crafts, Hobbies, Sporting Goods and Toys” struggled to the greatest dollar decrease of $2,085,400, a 77.8-percent decline.

National Hits the Spot

In contrast to the fourth quarter of last year, when national spot radio bottomed out with a decline of $53,300, it was the sole outlet that reported any gains in 4Q 2011. National spot radio increased $23,200, while network radio dropped $2,954,900 (a 28.3-percent decline) and local radio suffered a 6.2-percent loss of $360,000 when compared to the fourth quarter of last year.

The total number of measured unique DR radio campaigns aired during the fourth quarter dipped by 13, a 16.6-percent loss. The average money spent on a campaign based on the total dropped 4.2 percent ($8,858), while the average money spent on a campaign outside the top 10 also suffered a significant 45.7-percent loss ($37,800).

Spending in the top 10 decreased by a slight 1.3 percent ($136,600). Six campaigns from 4Q 2010’s top 10 carried over to 2011’s list, with Goldline Intl. Inc. bumping Select Comfort Direct Corp. out of the No. 1 spot for the first time in four consecutive fourth quarters. Select Comfort claimed the No. 3 spot, while newcomer Dermacet Instant Line Smoother claimed the No. 2 ranking.


Total Quarterly DR Radio Media Billings

















































Fourth-Quartmissing image fileer 2011 DR Radio Categorical Distribution

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


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