Response Magazine - December 2007

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Second-Quarter 2007 DR Radio Categorical Distribution

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Apparel: $559,600

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Audio supplies and equipment: $1,633,600 Automotive and travel: $97,400 Business: $0 Collectibles and art: $0 Computers, software and home office: $275,000 Correspondence schools: $5,200 Crafts, hobbies, sporting goods and toys: $919,100 Drug and toiletry: $2,757,600 Food and beverage: $948,200 General: $1,830,400 Home and building: $164,000 Household, furniture and appliances: $4,970,500 Lawn, garden, seeds and bulbs: $46,200 Multiple category ad: $1,213,500 Publishers and book clubs: $74,300 Video supplies and equipment: $22,800 Total: $15,517,400

$1 million

$2 million

$3 million

$4 million

$5 million

2Q 2007 Total DR Radio Campaigns: 81

Average Money Spent on a Campaign Based on Total: $191,572.84

Average Money Spent on a Campaign minus Top 10: $74,602.82

3.5-percent to $74,603. This was not as steep a drop as first-quarter’s $20,653 decrease, making it a step in the right direction, no matter whether the drop is due to lower media costs or lower DR radio budgets.

Spending among the top 10 campaigns decreased by 5. 1 percent, or $550,600. Six campaigns from 2Q 2006 reappeared on this year’s 2Q list. “ Select Comfort” retained the No. 1 spot, but spent $198,400 less on its campaign, ($3,443,300). The rest of the top four remained the same with “Tempur-Pedic Inc.” at No. 2, while “Purity Products” traded places with “REI Sporting Goods” in the Nos. 3 and 4 spots. “Media Power” fell to No. 10 from No. 7, but that final spot demanded $54,500 more to remain in the top 10 than a year ago. “ Bocajava.com” made its top- 10 debut at No. 5, with $715,800 spent.

National spot radio included only four campaigns, totaling $10,700. “ Circuit Country Computer Products” was the top campaign with $6,800 spent. “Cortiva Institute” was second with $2,200. “Cholesterblock” was third at $1,400, and “Solutions From Science” contributed $200. ■