1Q Short-Form DRTV Billings Shatter the $900 Million Mark1 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).
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).
"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.
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.
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.