Research 4Q 2007 Radio Media Billings
4Q 2007 DR Radio Media Billings Decline $4 Million
‘Computers, Software and Home Office’ and ‘Drug and Toiletry’ categories each decrease more than $2 million.
Fourth-quarter 2007 DR radio media billings reported
by TNS Media Intelligence (TNSMI) reflect an 18.3-
percent decrease of $4,074,100, making 4Q the third
losing quarter of 2007 and signaling a fallback after a
third-quarter advance. Fourth-quarter 2007 experienced the
heaviest loss of the year, almost tripling 2Q’s reported losses
and nearly five times the loss in 1Q 2007. This is a sobering
setback when compared to fourth-quarter 2006’s 28-percent
ascent in the DR radio space. For the year, DR radio billings
fell short of 2006’s results by 7. 6 percent, or $5.3 million.
Similarly to the first two quarters of 2007, only seven
categories reported gains in the fourth quarter. “Household,
Furniture and Appliances” claimed the highest dollar gain
with $1,471,900, and finishing second was “Audio Supplies
and Equipment,” with an $824,500 gain. Both categories
> > Fig. 1
Among DR Radio Outlets
National Spot Radio
advanced 27 percent. “Food and Beverage” doubled its order
with a $313,600 rise. The percentage leader was the “Video
Supplies and Equipment” category, with a staggering 33-fold
jump of $219,300. Also worth noting was “Correspondence
Schools” earning an extra $3,400, good for a 136-percent
The top dollar loser for 4Q 2007 was “Computers, Software and Home Office,” which suffered a loss of just less than
$2.7 million, or 97.2 percent — which was, surprisingly, not
the top percentage loser. “Drug and Toiletry” also lost more
than $2 million, with its 47.8-percent slide. The top percentage loser title went to 2007’s worst performing category,
“Business,” which lost $1 million — or 98.7-percent. The
“General” category lost 25 percent (or nearly $500,000). “
Apparel” sank 67.8 percent.
Only one of the three DR radio outlets reported a gain
in 4Q 2007. Continuing the momentum started in the third
quarter, local radio claimed a $338,400 advance of 5. 4 percent, increasing its market share by 8. 2 percentage points.
Network radio squandered most of its 4Q 2006 gain of $5.5
million by losing $4.1 million, shrinking its market share by
nearly 7 points. National spot radio almost diminished into
nothingness with an 86-percent loss of $270,300, reducing its
total market share to a paltry 0.24 percent.
The total number of unique DR radio campaigns aired
during the fourth-quarter 2007 remained the same as fourth-quarter 2006 — 83. Hence, the average money spent on a
campaign based on the total also fell by the same amount
as the total decline in spending, 18. 3 percent ($49,086) to
$218,633. The average minus the top 10 fell even deeper with
a 33.9-percent decrease to $67,844.
Top- 10 spending decreased by $1.53 million ( 10. 4 percent), while the amount necessary to gain entry into the
top 10 fell by 36. 6 percent to $507,600. “Select Comfort”
maintained the No. 1 spot with an additional 12.4-percent,
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