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Direct Response Marketing

3Q 2011 Short-Form DRTV Media Billings Jump 16.2 Percent

1 Feb, 2012 By: Jackie Jones Response

Top-40 spending enjoys a 22.7-percent increase of nearly $161 million, while total billings again break the $1 billion mark.

In a sign of hopefully better times to come, third-quarter 2011 short-form DRTV media billings jumped $188 million — a 16.2-percent increase when measured against 3Q 2010 results, according to data from Kantar Media. While 3Q 2010 marked a dismal ninth-consecutive quarter of decline and again fell short of the $1 billion mark, 3Q 2011 finally returned the short-form market to above-billion-dollar results, reaching $1,163,270,500.

Auto Takes Off

Eight of the 17 measured vertical categories reported gains in 3Q 2011, two more than in the same quarter of the prior year. The “Drug and Toiletry” category was again the leading dollar gainer, with a jump of $181,424,700 (32.7 percent). The top percentage gainers during 3Q 2011 were “Automotive and Travel” and “Lawn, Garden, Seeds and Bulbs,” which notched significant 79.8 percent ($16,194,300) and 72.1 percent ($5,908,500) gains, respectively.

Among the losers, “Crafts, Hobbies, Sporting Goods and Toys” suffered the biggest dollar loss — a steep $26.2 million when compared to the third quarter of the previous year (34.9 percent). The “Collectibles and Art” sector claimed the biggest percentage loss, dropping 92.4 percent (losing just about $450,000), followed closely by “Correspondence Schools,” which decreased by 92 percent in 3Q 2011.

Syndication Suffers

Three of the five media distribution outlets posted gains in the third quarter, an upswing from a year ago when all five outlets suffered losses. Cable TV boasted the greatest dollar increase — $105,924,300 (12.4 percent) — while Hispanic network TV enjoyed the greatest percentage gain — 40.8 percent ($81,559,000). Syndication suffered both the greatest dollar decline and percentage drop, losing $5,318,800 (10.9 percent), while network also decreased 2.3 percent ($573,100).

The number of total short-form DRTV campaigns aired decreased by 137, a 10.9-percent decline from a year ago. Subsequently, the average money spent on a campaign based on the total increased by 25.3 percent ($262,514.28) in 3Q 2011, while the average money spent on a campaign outside the top 40 also jumped 16.6 percent ($69,616).

No. 1 Newcomer

The top 40 reflected an impressive 26 new campaigns when compared to 3Q 2010, with newcomer Concha Nacar beating out both 1-800-Contacts and Proactiv Solution to claim the No. 1 spot, with $73,082,500 spent during the third quarter. 1-800-Contacts finished in the No. 2 spot with $62,343,600 in spending, while No. 3 Proactiv Solution spent $51,802,700. Fellow newcomers Venus Veracruz and Flex Seal also enjoyed top-10 placement, debuting at No. 4 and No. 8, respectively.

The new and diverse entrants into the marketplace seen in the turnover in the top-40 rankings, as well as the increases that the majority of the media distribution outlets boasted, are causes for celebration for the industry. However, the decrease in the number of campaigns aired is a slight dark spot in an otherwise overwhelming positive turn of events for short-form DRTV media billings.

Total Quarterly Short Form Media BillingsThird Quarter 2011 Short-Form DRTV Media DistributionThird Quarter 2011 Short-Form DRTV Categorical DistributionTop 40 Brands in Third-Quarter 2011 Short-Form DRTVThird Quarter 2011 Short-Form DRTV: Dollars Spent by Media TypeTotal Short Form DRTV CampaignsAverage Money Spent on a Campaign Based on TotalAverage Money Spent on a Campaign Outside the Top 40Kantar Media

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