Response Magazine - September 2008

> > Fig. 2

First-Quarter 2008 DR Radio Categorical Distribution

> > Fig. 3

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Apparel: $42,000 Audio supplies and equipment: $1,753,700 Automotive and travel: $13,700 Business: $3,300 Collectibles and art: $0 Computers, software and home office: $616, 100 Correspondence schools: $5,700 Crafts, hobbies, sporting goods and toys: $338,000 Drug and toiletry: $1,903,500 Food and beverage: $78,400 General: $2,027, 100 Home and building: $294,300 Household, furniture and appliances: $4,547,800 Lawn, garden, seeds and bulbs: $8,500 Multiple category ad: $1,736,800 Publishers and book clubs: $116,600 Video supplies and equipment: $0 Total: $13,485,500

$1 million

$2 million

$3 million

$4 million

$5 million

1Q 2008 Total DR Radio Campaigns: 72

Average Money Spent on a Campaign Based on Total: $187,298.61

Average Money Spent on a Campaign Outside the Top 10: $53,443.55

of market share with a 2.4-percent loss of $166,700. Thanks to controlling its losses, local radio grew its share of the market by nearly 5 points, to 50. 8 _> _>_Fig. ₄percent.

The total number of unique DR radio campaigns aired during first-quarter

2008 suffered a 12.2-percent decline, falling to only 72 measured campaigns.

$15,267,300

$16, 105,800

$15,628,000

$21,785,300

$30 million The average money spent on a campaign based on the total increased by a mere 0.6 percent to $187,299. The average spend outside the top 10 cam- 20 million paigns continued to decline with a hefty 14-percent decrease to $53,444.

In 1Q 2008, national spot radio doubled its number of individual cam- ^{10 million}paigns aired to six, with the spend now totaling $110,500. “Circuit Country $5 million Computer Products” led the pack with $51,400 spent for 46. 5 percent of the total. “Castalian Music Various Recordings” followed with $30,900 and “JC Penney Co. Inc. Multiple Products” spent $20,900. “Dual Action ⁰1Q 2004 1Q 2005 1Q 2006 1Q 2007 1Q 2008 DR Radio DR Radio DR Radio DR Radio DR Radio