Topic: Media Billings Research
An 18.1-percent dip marks a second-consecutive losing quarter for the DR radio billings market.
For the ninth time in 10 years, the long-form DRTV media billings space loses ground — but this year's dip shows some stabilization.
Sure, the $4.3 million rise in 3Q 2016 results is just a 0.6-percent increase, but after a seven-quarter losing streak, any good news is great news.
Local radio and the "Automotive and Travel" and "Drug and Toiletry" categories key a 37-percent year-over-year increase.
A second-consecutive quarterly rise — 37.7 percent in 4Q — sends the short-form market into 2017 on a roll.
A 6.7-percent rise in fourth-quarter results helps push total year DR radio billings to nearly $70 million.
Second-quarter 2017 results — up $121.6 million — represent a fourth consecutive positive quarter as five categories more than double their spend.
A fourth consecutive quarterly decrease — 11.7 percent — casts more doubts on the 30-minute market's overall health.
First-quarter 2017 numbers track a similar path the final quarter of 2016 — a 33.1-percent rise led by cable and “Household” spending.
However, even with its 7.9-percent loss, the DR radio market still enjoys its second-best first quarter in the past decade.