Response Magazine - September 2008

DR Radio Media Billings Lower Volume by 11. 7 Percent in 1Q 2008 Total number of measured individual DR short-form radio campaigns shrinks to just 72.

This month, Response Magazine enters its fifth year of reporting and analysis of short-form DR radio data from TNS Media Intelligence (TNSMI). Continuing its fourth-quarter 2007 slide, DR radio suffered an 11.7-percent decrease of $1,781,800 in first-quarter 2008. The reported billings of $13,485,500 are the lowest first-quarter total in five years of TNS-provided data — more than $8 million short of 1Q 2004’s record $21,785,300.

A major contributing factor to this decline is the dwindling number of individual campaigns for this medium — 72, down from the mid-80s during the previous three years and 35 fewer than the 107 reported in 1Q 2004. Nonetheless, the quarter’s total expenditure remains within range of the past three years’ 1Q spending. Perhaps 1Q 2008 will represent the bottom of this medium’s spending spectrum.

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Percentage Breakdown Among DR Radio Outlets

Total: $13,485,500

Local Radio
50.8%
$6,846,900

Network Radio
48.4%
$6,528, 100

National Spot Radio
0.82%
$110,500

Losers Lead Winners

Still struggling below .500, only eight of the 17 product categories reported gains this quarter. Boasting a ten-fold increase, the “Computers, Software and Home Office” category had both the highest percentage and dollar gain with a $561, 100 leap. The “Multiple Category Ad” and “ Correspondence Schools” categories each had 42.5-percent increases — $518,600 and $1,700 respectively. The “Crafts, Hobbies, Sporting Goods and Toys” category enjoyed a $287,600 advance — a 571-percent gain. “Publishers and Book Clubs” expanded 242 percent, thanks to an $82,500 boost, while “Lawn, Garden, Seeds and Bulbs” grew 107 percent ($4,400).

Accounting for a loss greater than the entire medium’s quarterly cumulative loss, the “Drug and Toiletry” category posted a 50.3-percent decline of $1,926,600. Adding to the decline, the “Household, Furniture and Appliances” category dropped $1 million — a 19-percent cut. The top percentage losers were the “Video Supplies and Equipment” and “ Collectibles and Art” categories, with each losing 100 percent of their 1Q 2007 results — $32,500 and $11,300 respectively. The “Automotive and Travel” category fell 89. 4 percent, decreasing $115,500, and the “Apparel” category dropped 76. 7 percent, or $138,000.

Losses Affect Network and Local

Only one of the three DR radio outlets reported a gain in 1Q 2008. National spot radio gained 38. 5 percent — $30,700 — but only gained 0.3 points of market share, pushing its total to just 0.82 percent of the total market. Network radio continued to hemorrhage money, suffering a 20-percent decline of $1,645,800. The loss reduced its market share by more than 5 points, to 48. 4 percent. This represented a very similar performance to 1Q 2007, when network radio lost nearly 6 points off its market share.