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Total 2008 DR Radio Media Billings Slip 16.7 Percent After 4Q Totals Fade 7.6 Percent

1 Jun, 2009 By: Shay Moftakhar Response

'Computers, Software and Home Office' and 'Multiple Category Ad' categories each increase more than $1.2M.


Slamming the brakes on three quarters of double-digit losses in 2008, fourth-quarter 2008 DR radio media billings from TNS Media Intelligence (TNSMI) show a 7.6-percent decrease of nearly $1.4 million. Based on the five years of TNS-provided data to Response, each of the four quarterly results in 2008 represent record lows for their respective quarters.

Fig. 1
Fig. 1

Compared to 4Q 2004 results, 4Q 2008 DR radio totals are 30-percent lower ($7.15 million). Fourth-quarter 2008 results are also 3.4-percent lower than the previous record 4Q low, set in 2005. Like the previous three quarters of 2008, the number of individual campaigns continues to decrease. In 4Q 2008 that number is down to 67 campaigns — a stunning drop from 4Q 2004's peak of 119. Appropriately, the total measured media spend on DR radio total for 2008 ended the year at just more than $53.7 million — 16.7-percent behind 2007's total of $64.5 million.

 Fig. 2
Fig. 2

 

Three for the Road

 

Only three of the 17 categories reported advances in 4Q 2008. Like the second and third quarters, the "Multiple Category Ad" category earned the highest dollar gain with a $1.2 million advance (109 percent), edging "Computers, Software and Home Office" by just $6,100 for the honor. The "Computers, Software and Home Office" category's gain comes thanks to the resurgence of the "Dell Various Computers" campaign. This category also earned the highest-percentage gainer honor with a 15.7-fold increase. The "Correspondence Schools" category gained $5,400, for a 91.5-percent advance.

Fig. 3
Fig. 3

Two categories tied for percentage-loser leader: "Automotive and Travel" and "Collectibles and Art" both claimed 100-percent declines — $83,300 and $2,900 respectively. Also of note, the "Business" and "Home and Building" categories lost 98 and 90 percent respectively. Top dollar-loser honors goes to the "Household, Furniture and Appliances" category, with a heavy $1.55 million loss (22.5 percent).

Fig. 4
Fig. 4

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