2Q Short-Form DRTV Media Billings Rise 2 Percent1 Nov, 2011 By: Jackie Jones Response
Second-quarter 2011 short-form DRTV media results provided by Kantar Media showed a boost of just more than $20 million, a 2-percent rise when compared to the same quarter of the previous year. Total 2Q spending continued to remain above the $1 billion mark for the fifth year in a row at $1,024,657,000.
The increase in spending is in contrast to 2Q 2010, when results showed a drop of nearly $50 million amid declining ad rates and an increased frequency of short-form campaigns aired due to bargain rates. Additionally, 2Q 2011 campaign results were almost an exact reversal of fortunes from 2Q 2010. Whereas last year’s second quarter saw an 8.7-percent increase in the number of campaigns, a jump of more than 100, 2Q 2011 suffered an 8.7-percent decline in the number of campaigns, a drop of 116.
Second-quarter 2011 also saw a jump in the average money spent on a campaign based on the total as well as those outside the top 40 — by 10.5 percent ($88,849) and 7 percent ($26,236), respectively.
Boost to Business
Nine of the 17 categories claimed gains this quarter when compared to the same period last year, a healthy jump from the five reported in 2Q 2010. “Business” enjoyed the greatest dollar gain, with a jump of $19,763,800 (25.7 percent). The “Household, Furniture and Appliances” category was right on its heels with a $19,729,600 jump, a 14.4-percent rise, while “Drug and Toiletry” also enjoyed a substantial boost of $14,455,900, a 3.3-percent increase. “Automotive and Travel” boasted the greatest percentage increase with a jump of 52 percent ($9,089,400), while the “Collectibles and Art” and “Home and Building” categories also enjoyed high percentage jumps of 46.8 percent and 40.3 percent, respectively.
“Video Supplies and Equipment” suffered a particularly hard quarter, becoming the top dollar and percentage loser of 2Q 2011. The category dropped $23,564,100 and 53.8 percent in the second quarter. “Correspondence Schools” and “Lawn, Garden, Seeds and Bulbs” also suffered percentage drops of 42.4 percent ($1,559,700) and 42.6 percent ($9,577,500), respectively.
A High for Hispanic
Three of the five outlets of media distribution posted gains in the second quarter, with Hispanic network TV leading the pack by far. Hispanic network TV reported an increase of $29,031,800 — 20.4 percent — and increased its overall market share by nearly 3 percentage points. Spot TV and cable TV also enjoyed modest gains this quarter, jumping $4,544,300 (13.2 percent) and $3,619,300 (0.5 percent), respectively. Network TV and syndication did not fare as well, however, with network TV dropping 19.3 percent ($5,684,200) and syndication decreasing 20.7 percent, a loss of $11,419,000.
1-800-Contacts Stays Focused on No. 1
The total number of short-form DRTV campaigns declined by 8.7 percent to 1,213. The average money spent on a campaign based on the total rose by $88,849, and the average spend outside of the top 40 increased by $26,236.
The top 40 campaigns accounted for 56.8 percent of total spending ($582 million), an improvement when compared to 2Q 2010, when the top 40 accounted for 55 percent of the total results. The top 10 campaigns totaled $311,547,700, good for 30.4 percent of the total — a downgrade from the same quarter last year when the top 10 campaigns accounted for 32 percent of total short-form DRTV media billings.
The top 40 campaigns of 2Q 2011 included 21 new campaigns when compared to 2Q 2010, and 19 new campaigns when compared to 1Q 2011. Concha Nacar had the highest debut at No. 10. The top three campaigns were stable, with 1-800-Contacts maintaining the No. 1 ranking, Nutrisystem Inc. at No. 2 and Proactiv Solution at No. 3
Kantar Media is the leading provider of strategic media and marketing information. Utilizing highly innovative tracking technologies, the company collects expenditure, occurrence and creative intelligence on millions of brands across 20 media. These figures are based on Kantar Media’s multimedia ad expenditure database across the following measured media: Network TV, Spot TV, Cable TV, Syndication and Hispanic Network TV. Figures do not contain public service announcement (PSA) data.
For information about Kantar Media, call (212) 991-6000 or visit www.kantarmediana.com.