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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.


Despite being overshadowed by cable TV's performance, Hispanic network TV also doubled its 11-percent gain of $10.5 million from 1Q 2006 with a 22.4-percent rise of $23.9 million, bringing its total to $130.4 million. Network TV and spot TV had gains of $1.2 million and $3.4 million respectively, but each lost one percentage point of market share. Syndication lost 5.85 percent, sliding $2.9 million.

Figure 6
Figure 6

Top 40 Sin Barreras

The top 40 campaigns accounted for a sizeable 62.3 percent ($580.2 million) of the total, a rebound of $136 million that far outdistances last year's $32.1 million decrease. The top 10 campaigns totaled $280 million for — a $46.2 million increase. The amount spent on a campaign in order to earn top-40 status rose by $2,525 compared to 1Q 2006.

Figure 7
Figure 7

In a shrinking pool of campaigns, $930 million is quite a splash. Still, so far three things have stayed constant during the four years Response has analyzed the TNS short-form DRTV results: the total number of campaigns hovers above 1,000; the top 40 campaigns claim around 60-percent of the total; and, finally, there has been growth in nine consecutive quarters. Any changes to these three benchmarks may signal a sea change in this industry's performance.

Figure 8
Figure 8

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