> > Fig. 2
First-Quarter 2010 DR Radio Categorical Distribution
Apparel: $42,200
Audio supplies and equipment: $242,800
Automotive and travel: $0
Business: $300
Collectibles and art: $38,700
Computers, software and home office: $135,500
Correspondence schools: $2,400
Crafts, hobbies, sporting goods and toys: $203,200
Drug and toiletry: $2,074,100
Food and beverage: $271,100
General: $3,276,800
Home and building: $15,200
Household, furniture and appliances: $2,124,700
Lawn, garden, seeds and bulbs: $10,900
Multiple category ad: $1,782,800
Publishers and book clubs: $140,500
Video supplies and equipment: $120,800
Total: $10,482,000
0
$500,000
$1 million
$1.5 million
$2 million
$2.5 million
$3 million
Fig. 3
1Q 2010 Total DR Radio
Campaigns: 69
line International LLC” saw the greatest debut, bumping “Purity
Products” from the No. 2 spot.
While DR radio media billings continue to flag, perhaps the
freefall that’s been underway for some time now is nearing its
floor. After failing to reach the $10 million mark in the second
and third quarters of 2009, 1Q 2010 marks the second straight
quarter of surpassing that number. First-quarter 2010 also marks
the first time that a quarterly loss was lower than 10 percent
since 4Q 2008.
Still, with 10 consecutive quarters of declining year-on-year
results (the last positive quarter for DR radio was 3Q 2007), that
floor will stay somewhere down there until the media segment
has a quarter of growth. ■
Average Money Spent on a
Campaign Based on Total:
$151,913.04
Average Money Spent on a
Campaign Outside the Top 10:
$47,723.73
> > Fig. 4
Total Quarterly DR Radio Media Billings
20 million
$15,628,000
$10,482,000
$11,556,500
$13,485,500
$15,267,300
$16,105,800
0
$5 million
$ 10 million 1Q 2005 DR Radio 1Q 2006 DR Radio 1Q 2007 DR Radio
1Q 2009 DR Radio
1Q 2010 DR Radio
1Q 2008 DR Radio
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
