> > 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.
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