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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.


 

Local Distortion

 

Akin to the previous three quarters of 2008, only one of the three DR radio outlets reported a gain in 4Q 2008. Network radio experienced a 7-percent gain of $820,700, increasing its market share by 10.1 percentage points to 73.7 percent. National spot radio lost 11.6 percent — a mere $5,600 decline — decreasing its market share by 0.1 points. Completing its fourth consecutive quarter of losses in 2008, local radio fell by one-third, suffering a deep $2.2 million loss, reducing its market share to 26.1 percent.

 Fig. 5
Fig. 5

The total number of measured unique DR radio campaigns aired during the fourth quarter set a record 4Q low, falling to 67 (there were 83 total campaigns in both 4Q 2007 and 4Q 2006). However, unlike the second and third quarters of 2008, both spending averages increased. The average money spent on a campaign based on the total increased by 14.5 percent ($31,679). The average outside the top 10 increased by 7.2 percent ($4,872).

 Fig. 6
Fig. 6

Spending in the top 10 decreased by 4.3 percent ($567,800). Seven campaigns from 4Q 2008's top 10 carried over to this year's list. "Select Comfort" retained the No. 1 spot, but with an 18.2-percent reduction in spending. "Bose Wave" climbed up to the No. 2 position from No. 10, thanks to a 245-percent increase of $1.25 million.

Fig. 7
Fig. 7

The national spot radio universe was made up of just four measured campaigns totaling $38,800. "Circuit Country" computer products led with $22,600, followed by "Cash4Gold.com" with $16,000. "Tronix Country" computer products came in third with $2,000 spent, and finally, "Te Chino" beverages took a $200 sip.


 

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