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-
> > Fig. 1
Among DR Radio Outlets
National Spot Radio
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