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Research

2Q Short-Form DRTV Media Billings Boast 5% Increase in 10 Markets

1 Sep, 2002 By: Shay Moftakhar Response

Personal development, housewares and home & garden categories dominate.


Honoring its pledge to the DRTV community, Response magazine continues its "new for 2002" survey of short-form DRTV media buying firms. Second-quarter 2002 saw a typical drop in spending in relation to the first quarter. However, the 7-percent drop in the short-form market is less extreme than the 11-percent quarter-to-quarter drop experienced by its long-form cousin.

Figure 1
Figure 1

Second-quarter figures differ sharply from their first-quarter counterparts. Primarily, overall spending in the top-30 markets was down 27 percent. Yet, markets 21-30 increased by 5 percent. In terms of media distribution, national cable witnessed a 3.5-percent increase, while both broadcast and satellite and regional cable declined.

To keep numbers accurate and in line with last quarter, Response surveyed the same group of short-form DRTV media buyers. This is not a complete list of all short-form DRTV media buyers. However, the survey sample does show a representative cross-section of small, medium and large short-form DRTV media buyers. For now, the data collected will serve as a reference point on how this cross-section of the industry is doing.

Figure 2
Figure 2

In future surveys, the staff of Response will attempt 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. We believe this is possible based on the success of the magazine's long-form media buying research and the continued participation of the media buying community.

Figure 3 & 4
Figure 3 & 4

If you are a media buyer, were not contacted for the short-form or long-form survey and would like to participate, please contact Thomas Haire, editor, at (714) 513-8850, or via E-mail at thaire@advanstar.com.


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