1Q Short-Form DRTV Media Billings Double in 4 Years1 Aug, 2008 By: Shay Moftakhar Response
"Computers, Software and Home Office" category gains $78 million, while Cable TV expands $158 million.
The year 2008 marks the fifth year of Response magazine's reporting and analysis of short-form DRTV data from TNS Media Intelligence (TNSMI). First-quarter 2008 became the 13th consecutive quarter that short-form DRTV numbers have increased, breaking the billion-dollar mark with a record-setting $1,173,570,000, a 26.1-percent advance over first-quarter 2007.
Fig. 1: Total Quarterly Short-Form Media Billings
The result also more than doubles (105.8-percent to be exact) first-quarter 2004's measured total of $570,191,800, Response's first reported total after teaming with TNSMI.
It's in The Bag
Akin to 1Q 2007, 12 of the 17 categories reported gains over the previous year's results. The percentage leader was the "Apparel" category with an almost 12-fold increase pushing its total to $17.4 million. It's crucial to note that the "Buxton Bag" campaign accounted for $14 million, or 80 percent, of this category's total.
Fig. 2: First-Quarter 2008 Short-Form DRTV Media Distribution
The leading dollar gainer was the "Computers, Software and Home Office" category, with a strong $78.3 million (or 142-percent) rise. "Household, Furniture and Appliances" also cleaned up, adding $46.8 million for a 51.4-percent gain. The "General" category increased $43.5 million, while the "Automotive" category sped up its pace with a powerful 300-percent acceleration of $4.9 million.
Fig. 3: First-Quarter 2008 Short-Form DRTV Categorical Distribution
The "Crafts, Hobbies, Sporting Goods and Toys" category represented both the highest percentage and dollar declines with a $12.1 million slide of 13.6 percent. Also, worth noting was the "Video Supplies and Equipment" category's $3.2 million decline. The remaining three losing categories suffered losses of a half-million dollars or less.
Fig. 4: Top 40 Brands in First-Quarter 2008 Short-Form DRTV