1Q 2003 Short-Form DRTV Media Billings Up 37 Percent1 Jul, 2003 By: Shay Moftakhar Response
Top 30 markets account for 51 percent of total billings.
Based on the success of Response's first year of tracking a segment of short-form DRTV media billings, continued interest and participation from this sector of the industry has prompted us to offer this research for a second year. Short-form DRTV media billings tracked by the magazine in first-quarter 2003 reported a significant increase of 37 percent. Eleven categories showed gains while only five reflected lower numbers compared to 2002 figures.
Figure 1: Total Quarterly Media Billings
The growth leader in first-quarter 2003 was the "entertainment, travel and psychic services" category, reporting a hefty 432-percent increase. Not far behind was the "electronics" category, with a 323-percent jump. A category that seems to do better for short-form than long-form marketers is the "other" category, reporting a 276-percent gain, reaching $20.6 million in spending.
Two categories that showed significant declines in first-quarter 2003 should be no surprise to long-form marketers: the "fundraising" and the "crafts, collectibles and hobbies" categories reported losses of 98 and 70 percent, respectively. Their long-form cousins reported 99 and 83 percent drops in the same quarter.
Figure 2: First-Quarter 2003 short-Form Categorical Distribution
Top 30 Are Tops
This year, the top 30 markets accounted for 51 percent of the total first-quarter spending. The gross $72.3 million spent in the top 30 markets is a 222-percent increase over last year's first-quarter figure. Markets 21-30 showed the most improvement over last year, with a 283-percent jump, while the top 10 markets and markets 11-20 reported gains of 225 and 185 percent, respectively.
Short-form DRTV media distribution among the three outlets in the first-quarter 2003 remained very similar to last year's breakdown. In fact, national cable's 68.9-percent of market share is exactly the same as first-quarter 2002. The only change was broadcast's 2.2-percent hop, complemented by satellite and regional cable's 2.2-percent drop.
Figure 3: First-Quarter 2003 Short-form billings in the top 30 markets and Figure 4: First-Quarter 2003 short-Form Media Distribution
Response has had the good fortune of expanding our participant base in both the long-form and short-form DRTV media billing surveys. The greater the number of participants, the more accurate the results. Accurate results serve as a priceless barometer of our industry's growth and potential. As stated before, this is not a complete list of all short-form DRTV media buyers. However, it does represent a growing cross-section of small, medium and large short-form DRTV media buyers.
In future surveys, the staff of Response will be making efforts to broaden its survey base and include as many short-form media-buying firms as possible in order to accurately gauge the market in its entirety.
If you are a media buyer and were not contacted for this survey or the long-form survey and would like to participate, please contact Thomas Haire, Response editor, at (714) 513-8850, or via E-mail at [email protected].