$500,000
$1 million
$1.5 million
$2 million
$2.5 million
> > Fig. 3
3Q 2009 Total DR
Radio Campaigns: 59
Average Money Spent
on a Campaign
Based on Total:
$130,625.42
Average Money Spent
on a Campaign Outside the Top 10:
$29,753.06
of market share, and the space now controls more than three of every five
minutes of DR radio advertising. This is only the seventh quarter in the
past six years that local radio has outspent network radio (the fifth in the
past two years).
The total number of unique DR radio campaigns measured during 3Q
2009 dropped to 59, a 3.3-percent decline. The average money spent on
a campaign based on the total decreased nearly 35 percent, dropping to
$130,625. The average outside the top 10 decreased even more — 36 percent — with $17,082 less spent per campaign.
Top- 10 spending decreased very similarly to overall spending, dropping nearly 37 percent to more than $6.2 million. Eight campaigns from
3Q 2008’s top- 10 list made this quarter’s list, while “Tempur-Pedic Inc.”
checked in at No. 6 with $327,000 spent and Goldline Intl. Inc. was No.
10 (down one spot from 2Q 2009) with $221,900 spent. While “Select
Comfort” retained its No. 1 ranking, it saw a drop in spending of nearly
$2.9 million from 3Q 2008 results. “Hershey Chocolate USA” rose to No.
2 thanks to a 39-percent jump in spending. ■
> > Fig. 4
Total Quarterly DR Radio
Media Billings
$25million
0
$5 million
$ 10 million
$ 15 million
$20 million
3Q 2004 DR Radio
$20,783,700
$7,706,900
$12,248,900
$15,583,900
$14,713,600
3Q 2005 DR Radio 3Q 2006 DR Radio 3Q 2007 DR Radio 3Q 2008 DR Radio 3Q 2009 DR Radio
$13,804,700
team in the business.
Fully integrated solutions including
Long Form TV, Short Form TV, Digital
;
641-472-3800 (Midwest Corporate Office)
310-248-3972 (Western Regional Office – L.A.)
solutions@hawthornedirect.com
www.hawthornedirect.com
