have a look at the attached report which checks the field for the appropriate headers. you'll need to finish off the last bit. extract the contents and change the .txt extension to .rpt. it doesn't use the idea that i mentioned above just in case you've got extra ":" in the data. it just looks for the appropriate headers.
just copy the formulas over to your existing report. the first four formulas are done but as mentioned above you'll need to finish off the last ones. also, you need to edit the {@field} formula to use your db field. you'll need individual formulas in order for the export to excel to work properly with new lines.
-jamie