Response Magazine Site Response Expo Site Direct Response Market Alliance Site Response TV Site Market Research Job Board

 

   Log in
  



Research

1Q Short-Form DRTV Billings Shatter the $900 Million Mark

1 Aug, 2007 By: Shay Moftakhar Response

'Drug and Toiletry' category rises 80.4 percent — gaining $145.4 million — while cable TV doubles its rate of growth to $163.5 million.


Response commences its fourth year of analyzing short-form DRTV data from TNS Media Intelligence (TNSMI) by reporting a record-setting $930,632,100 in media billings for first-quarter 2007, marking the ninth consecutive quarter that short-form DRTV numbers have increased. This year's 25.5-percent increase of $189.1 million over 1Q 2006 results is more than 10 times the $18.1 million advance of experienced in the same quarter a year ago (vs. 1Q 2005 numbers).

Figure 1
Figure 1

Heavy Drug Traffic

Twelve of the 17 measured categories reported gains over 1Q 2006. The percentage leader was the tiny "Collectibles and Art" category with a 223.5-percent rise that brought its total to $838,200. The top dollar gainer in 1Q 2007 was the "Drug and Toiletry" category, which gained $145.4 million (more than an 80-percent increase over 1Q 2006), pushing its share of the total spent on short-form DRTV in the quarter to 35 percent ($326.3 million).

Figure 2
Figure 2

"Crafts, Hobbies, Sporting Goods and Toys" also performed impressively, more than doubling its numbers with an increase of $46.5 million. Both the "Home and Building" and "Lawn, Garden, Seeds and Bulbs" categories reported increases of more than $10 million — gains of 83.5 and 101 percent respectively.

Figure 3
Figure 3

The "Apparel" category had the deepest percentage demise, 46.5-percent, costing it $1.2 million. Dollar-wise, 1Q 2006's golden child, the "General" category, squandered most of its $34.3 million rise a year ago by retreating $29.3 million — a 33.6-percent setback.

Figure 4
Figure 4

Big Fat Cable

All but one of the five outlets of media distribution enjoyed gains in the first quarter. If you thought cable TV's $80.4 million growth during 1Q 2006 was impressive, then its 1Q 2007 gain of $163.5 million is truly mind-blowing. This boost advanced cable TV's market share by 4.1 percentage points to 70.6 percent, or $656.8 million.

Figure 5
Figure 5

1 2 


Add Comment




©2014 Questex Media Group LLC. All rights reserved. Reproduction in whole or in part is prohibited. Please send any technical comments or questions to our webmaster. Contact Us | Terms of Use | Privacy Policy | Security Seals