Response Magazine - September 2010

Research 1Q 2010 Radio Media Billings

1Q 2010 DR Radio Media Billings Continue Waning Trend Despite 11 of 17 categories reporting significant gains, total billings decline more than $1 million from the previous year’s first quarter, a 9.3-percent drop.

DR radio media billings continue to slide in the first quarter of 2010, according to data provided by Kantar Media (formerly TNS Media Intelligence). First-quarter 2010 totals — $10,482,000 — were down just more than $1 million from 1Q 2009, a 9.3-percent decrease, and fell about $1.5 million ( 12. 8 percent) short of 4Q 2009 totals. This loss marks the fifth consecutive first quarter that DR radio billings have declined from the previous year, but it was a minor improvement from last year’s 14.3-percent 1Q decrease.

Declines Hit Hardest at Home

Eleven of the 17 categories reported gains this quarter when compared to 1Q 2009 — a sharp increase from a year ago, when only three categories were on the rise. The “ Collectibles and Art,” “Correspondence Schools” and “Lawn, Garden, Seeds and Bulbs” categories all bounced back from $0 reported in 1Q 2009, gaining $38,700, $2,400 and $10,900 in the first quarter of this year, respectively. The “General” category became the top-dollar earner with a $993,100 increase (up 30. 3 percent). “Food and Beverage” netted the highest percentage gain, increasing 96 percent ($260,200) from 1Q 2009, followed by “Crafts, Hobbies, Sporting Goods and Toys,” which saw a 73.4-percent increase ($149,100) this quarter.

“Household, Furniture and Appliances” suffered the greatest dollar loss in 1Q 2010, reporting a decrease of nearly $1.8 million ( 46. 2 percent) from the previous year’s first quarter. “Home and Building” tumbled 86.7 percent ($98,900), the largest percentage decline for the quarter, followed by “Audio Supplies and Equipment” at 62. 4 percent ($402,200).

Campaigns Up, Top 10 Spending Down

Network radio was the sole DR radio outlet to report any

dollar gains in the first quarter, bumping its market share to 56. 7 percent after an increase of $258,200 from 1Q 2009. National spot radio took a 9.8-percent dip of $10,300. Similar to first-quarter reports of 2009, local radio again took a heavy hit, declining about $1.3 million ( 22. 9 percent).

The total number of unique DR radio campaigns aired during 1Q 2010 saw a slight increase of 4. 3 percent to 69. The average spent on a campaign based on the total decreased by 13. 2 percent ($23,185) to $151,913. The average spent on a campaign outside the top 10 decreased almost $6,000 ( 11. 1 percent), a change from the previous year’s slight incline.

Spending in the top 10 decreased by $884,000 ( 10. 3 percent). Seven campaigns from 1Q 2009’s top 10 carried over to this year’s list, with “Select Comfort” retaining the No. 1 spot again despite a significant decrease in spending. “Gold-