> > Fig. 2
Second-Quarter 2007 DR Radio Categorical Distribution
> > Fig. 3
Apparel: $559,600
0
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. ■
> > Fig. 4
Total Quarterly DR Radio
$30 million
$20million
$ 10 million
$5 million
$22,987,900
0
2Q 2004
DR Radio
$16,669,70
2Q 2005
DR Radio
$16,804,300
2Q 2006
DR Radio
$15,517,400
2Q 2007
DR Radio