Second-Quarter 2008 DR Radio Categorical Distribution
> > Fig. 3
0
Apparel: $37,600
Audio supplies and equipment: $1,250,500
Automotive and travel: $0
Business: $600
Collectibles and art: $0
Computers, software and home office: $485,300
Correspondence schools: $1,900
Crafts, hobbies, sporting goods and toys: $261,800
Drug and toiletry: $2,318,000
Food and beverage: $0
General: $1,085,000
Home and building: $141,900
Household, furniture and appliances: $3,093,200
Lawn, garden, seeds and bulbs: $116,700
Multiple category ad: $2,261,100
Publishers and book clubs: $128,900
Video supplies and equipment: $31,900
Total: $11,214,400
$1 million
$2 million
$3 million
$4 million
2Q 2008 Total DR
Radio Campaigns: 71
Average Money Spent
on a Campaign
Based on Total:
$157,949.30
Average Money Spent
on a Campaign Outside the Top 10:
$60,140.98
The total of unique DR radio campaigns aired during 2Q fell by 10 from
2007 results — to 71. This is a 12.3-percent decline, and is just one less
than the total number of campaigns measured in 1Q. However, unlike 1Q
2008, the average amount spent on a campaign declined by 17. 6 percent.
Outside of the top 10 campaigns, that average declined 19.4 percent.
Spending in the top 10 decreased 26. 2 percent ($2.7 million). Six campaigns from the previous year’s second quarter reappeared on this year’s list.
“Select Comfort” retained the No. 1 spot, but with a $1.2 million reduction
in spending. “Purity Products” jumped from No. 3 to No. 2, thanks to a 63-
percent increase. “Tempur-Pedic Inc.” fell eight spots to No. 10.
National spot radio included only four campaigns totaling $171,200.
“Easy Gardener Inc.” was the top campaign in this space, debuting with
$97,100 spent. “Circuit Country Computer Products” came in second with
$54,400. “Purity Products” was third at $19,000, and “Goodfellow” from the
“General” category contributed a nominal $700.
> > Fig. 4
Total Quarterly DR Radio
Media Billings
$20 million
15 million
10 million
$5 million
$22,987,900
0
1Q 2004
DR Radio
$16,669,700
1Q 2005
DR Radio
$16,804,300
1Q 2006
DR Radio
$15,517,400
1Q 2007
DR Radio
$11,214,400
1Q 2008
DR Radio
OPENING NIGHT
PARTY
Ride the crest of Dr.
Bolte Taylor’s talk by
networking with a
packed house at the
Expo’s the
opening night
party on May
19 from 7-9
p.m.
BAYFRONT
CELEBRATION
Shake hands and network
on the beautiful San Diego
Bayfront on May 20 from
6-8: 30 p.m. Brought to you
by IFS and
FedEx.
CLOSING NIGHT
PARTY
With a history of
destinations including
the U.S.S. Midway and the
San Diego Natural History
Museum, the
Response Expo
crowd is sure to
go out in style
on May 21 from
6-9 p.m.
EDUCATIONAL
SESSIONS
With speakers already
confirmed from Inter-
Continental Hotels Group,
J.G. Wentworth and
Hyundai, the Expo
will again bring you
the best educational
s essions in the
b usiness.
EXPO HALL
Meet key
decision makers
and industry
leaders from
the corporate
marketing
arena, covering
all aspects of
direct response
marketing.
