2Q Short-Form DRTV Media Billings Repeat 19-Percent Increase1 Nov, 2006 By: Shay Moftakhar Response
Cable TV jumps $119 million, and the "Drug and Toiletry" category expands more than $60 million.
Second-quarter 2006 short-form DRTV results from TNS Media Intelligence (TNSMI) reflect the second consecutive time that media billings have increased more than 19 percent during a second quarter — making this the sixth straight quarter that short-form DRTV billings have risen. This year's 19.3-percent increase of $139.3 million over second-quarter 2005 results created a record setting total of $862,859,100.
Fig. 1 Total Quarterly Short-Form Media Billings
Heavy Drugs and Toiletries
Twelve of the 17 categories reported gains during this over 2Q 2005 results. Similar to 2005's second-quarter performance, the "Drug and Toiletry" category doubled last year's gain of $29.8 million, pulling ahead of the pack with a $60.4 million increase (34.2 percent). The "Computers, Software and Home Office" category was a distant second, reversing last year's losses with a $17 million gain. Both the "Business" and "General" categories advanced $16.2 million for 39.3- and 19-percent gains respectively. "Correspondence Schools" was the top percentage gainer, notching a 160-percent leap ($2.3 million).
Fig. 2 Second-Quarter 2006 Short-Form DRTV Media Distribution
Leading the decliners was the "Video Supplies and Equipment" category, with a 12.4-percent loss of $9.4 million — in direct opposition to its $9.6 million gain in 2Q 2005. The "Apparel" category took an 80.7-percent hit ($8.9 million), while "Audio Supplies and Equipment" dropped $8.6 million — an 11.7-percent slide.
Fig. 3 Second-Quarter 2006 Short-Form DRTV Categorical Distribution
Four of the five TV outlets showed improvement over 2Q 2005 results. Hispanic syndication was the only outlet to decline, suffering a 13-percent slip of just less than $7 million. Much like 1Q 2006, cable TV again dominated all others with a 25.3-percent advance of more than $119.2 million, bringing its total to $590.6 million and gaining another 3.4-percent of market share. Hispanic network TV saw a 21.7-percent increase, while network TV gained $2.6 million and spot TV jumped $671,700, posting percentage increases of 5.7- and 1.6-percent respectively.
Fig. 4 Top 40 Brands for Second-Quarter 2006 Short-Form Reported Time Period: April 1 - June 30, 2006