DR Radio Billings Continue Winning Streak to Close 2016

2Q long-form media billings

A fifth consecutive quarterly increase for the DR radio media billings market isn’t the biggest news in fourth-quarter 2016 results provided by Kantar Media. Sure, the quarterly total of $16,047,400 marks a 6.7-percent increase vs. 4Q 2015, thanks to increased spending in network radio, and the “Automotive and Travel” and “Household, Furniture, and Appliances” categories.

No — the big news is that 2016’s annual spending total of $69,936,900 represents the best year for DR radio billings since 2004. The total is an $11.5 million (19.8-percent) increase over 2015’s results.

Four on the Floor

Just four of the 17 measured categories reported gains in 4Q 2016. Replicating recent success, the “Automotive and Travel” space — led by WeatherTech.com — was the quarter’s big gainer, rising $1.7 million — a 726-percent increase compared with year-prior results. Expanded spending from My Pillow helped the “Household, Furniture, and Appliances” category to a $1.1 million (47.7 percent) rise.

Only three of the 12 down categories suffered losses of greater than $100,000: “Computers, Software, and Home Office” dropped nearly $1.2 million (47.2 percent); “Video Supplies and Equipment” lost $455,500 (99.8 percent); and the radio outlet’s behemoth, “Drug and Toiletry,” dipped $144,500 (2.1 percent).

Network, Top-10 Spending Jump

Just one of three DR radio outlets gained spending compared with 4Q 2015 results: network radio picked up nearly $1.4 million in spending (25.8 percent) but added 6.4 points of market share. Local radio gave back 4.5 of those share points, but only lost 1.1 percent compared to the year-prior. DR radio’s smallest outlet, national spot radio, slipped $283,600 (55 percent).

Continuing a recent trend, the total number of unique DR radio campaigns aired fell 24.5 percent to 148. However, with top-10 campaign spending up 34.7 percent, the average spent on a campaign based on the total rose 41.3 percent. Outside the top 10, spending per campaign increased more modestly: 2.3 percent.

The increase across the top 10 left those campaigns accounting for 66.1 percent of the quarter’s total spend — a gain of almost 14 points vs. vs. 4Q 2015. Seven of the top 10 campaigns in fourth-quarter 2015 appeared in 4Q 2016. My Pillow rose to No. 1 after finishing third a year ago. WeatherTech.com was once again the leading newcomer among the top 10 campaigns, reaching No. 3 with nearly $1.2 million. The No. 1 product from the year prior — Rosetta Stone — fell to No. 5 in 4Q 2016. ■