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Research

3Q Short-Form DRTV Media Billings Approach $1.2 Billion

1 Feb, 2008 By: Shay Moftakhar Response


TNS Media Intelligence (TNSMI) reports an increase in short-form DRTV billings for the 11 th consecutive quarter as a 46.3-percent rise of $376 million dollars pushed 3Q 2007's total to an all-time record high of nearly $1.19 billion. Not only did the total shatter 3Q 2006's result, it also built on 2Q 2007's then-record results by tacking on nearly $100 million in spending.

Fig. 1 Total Quarterly Short-Form Media Billings
Fig. 1 Total Quarterly Short-Form Media Billings

 

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Mirroring 2006's third-quarter performance, 13 of the 17 categories reported gains over the previous year. The No. 1 dollar earner was the "Drug and Toiletry" category, with a healthy $142.7 million dollar advance (65.6 percent) that was similar to its 2Q 2007 performance. It only took the "Household, Furniture and Appliances" category half as big a jump ? a reported $72 million dollar gain ? to earn the No. 2 ranking among dollar gainers.

Fig. 2 Third-Quarter 2007 Short-Form DRTV Media Distribution
Fig. 2 Third-Quarter 2007 Short-Form DRTV Media Distribution

The top percentage leader, "Correspondence Schools" boasted a 1,065-percent increase of $20.6 million for a total of nearly $22.6 million. It's worth noting that Ashworth University's campaign accounted for $16.6 million of the total. The remaining top percentage notables were "Collectibles and Art," with a 379-percent gain, and "Home and Building," with a 292.7-percent rise. Six of the remaining eight gainers reported increases of 61 to 66 percent, while the remaining two enjoyed 16- and 20-percent gains respectively.

Fig. 3 Third-Quarter 2007 Short-Form DRTV Categorical Distribution
Fig. 3 Third-Quarter 2007 Short-Form DRTV Categorical Distribution

The "Computers, Software and Home Office" category continued its 2007 slide with an $11 million decline of 8.4 percent. "Publishers and Book Clubs" came in second with a $5.8 million fall. The "Automotive and Travel" category lost just more than $1.4 million and, finally, "Food and Beverage" had a small hiccup falling off 3Q 2006 pace by just $6,600.

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