2Q Short-Form DRTV Media Billings Expand by $159M1 Nov, 2012 By: Thomas Haire Response
The 15.5-percent jump is triggered by increased per-campaign spending, a powerful Hispanic marketplace and the always reliable drug-and-toiletry category.
Second-quarter 2012 short-form DRTV media results provided by Kantar Media continue the direct response television media market’s strong year, rising more than $159 million (or 15.5 percent) over 2Q 2011 results. The total of nearly $1.184 billion spent in the quarter represents the highest total for any second quarter since Response teamed with Kantar to publish and analyze short-form DRTV media in 2005.
The increase in spending dwarves 2Q 2011’s 2-percent surge, mainly thanks to the expansion of spending across all five media outlets (especially in both network TV and Hispanic network TV). At the same time, this extensive spending comes in a quarter that showed a 10-percent drop in the number of campaigns on-air from a year ago — and the fewest number of campaigns in any second quarter in at least six years.
That fact unsurprisingly translates into a major leap in the average money spent on a campaign, whether inside or outside the top 40.
Even with all of the good news, just eight of the 17 categories claim gains this quarter when compared to the same period last year. Far and away the biggest dollar-on-dollar gainer is the short-form DRTV space’s behemoth — the “Drug and Toiletry” category. Its $175.8 million dollar increase is larger than the entire short-form market’s increase for the quarter, and its total spend of $612.7 million is more than half of the entire short-form DRTV market. Other big dollar gainers include the “Computers, Software and Home Office” category (up $31.1 million) and “Apparel” (up $20.8 million). Those two categories also represent the leading percentage gainers, up 82 and 125 percent, respectively.
The “Business” category’s $24 million loss represents a 31-percent drop for a category that topped the $75 million mark in the second quarter a year ago. The “General” category (off by $15.7 million) and the “Household, Furniture and Appliances” space (down $12.6 million) are among the other big losers.
All five outlets of media distribution are 2Q 2012 winners, with Hispanic network TV once again exerting its newfound influence. The Hispanic outlet now nearly accounts for 20 percent of the short-form DRTV market, after rising more than $84 million — a 59-percent gain in total dollars compared to 2Q 2011. Network TV’s $44.7 million in spending represents a sterling 88-percent rise from the same quarter a year ago, while the other three outlets — spot TV, cable TV and syndication — all boast spending increases of between 4.7 percent and 6.4 percent.
Concha Nacar Pushes Into Top 3
The total number of short-form DRTV campaigns is off by 10.2 percent to 1,
089 — a six-year low for any second quarter. With the record spending, however, it’s unsurprising then that he average money spent on a campaign based on the total is up by $242,350 (28.7 percent), while the average spend outside of the top 40 also jumps by $85,520 (22.7 percent).
The top 40 campaigns account for 59 percent of total spending ($698.3 million), an improvement when compared to 2Q 2011, when the top 40 accounted for 56 percent of the total results.
The top 40 campaigns of 2Q 2011 include 22 new campaigns when compared to 2Q 2011 and 18 new campaigns when compared to 1Q 2012. Compared to the second quarter of a year ago, SENSA’s debut at No. 6 is the highest of any newcomer, while Concha Nacar breaks the recent top-three stranglehold of Proactiv Solution (No. 1), Nutrisystem (No. 2) and 1-800-Contacts (No. 4) by rising to the No. 3 position. ■