3Q Short-Form DRTV Media Billings Rise 16 Percent1 Feb, 2007 By: Shay Moftakhar Response
'Drug and Toiletry' category expands $63.8 million, helping cable TV climb $71.9 million.
Third-quarter 2006 short-form DRTV media billings from TNS Media Intelligence (TNSMI) show the seventh consecutive quarter of rising results. The 3Q 2006 total of $812,904,300 reflects a 16-percent increase ($107 million) over third-quarter 2005 measured billings.
Figure 1. Total Quarterly Short-Form Media Billings
Audio and Video in Stereo
Thirteen of the 17 measured categories reported gains when measured against 3Q 2005 results. The top percentage leaders were the "Automotive and Travel" and "Correspondence Schools" categories, which featured 393-and 216-percent gains respectively — good for $5.8 million and $1.3 million extra spending in the categories. The "Lawn, Garden, Seeds and Bulbs" category also cultivated an impressive 114-percent gain of $7 million.
Figure 2. Third-Quarter 2006 Short-Form DRTV Media Distribution
The "Drug and Toiletry" category more than made up for 2005's third-quarter loss of $4.2 million, gaining $63.8 million — good for a 42-percent increase on last year's total. Both the "Video" and "Audio Supplies and Equipment" categories pushed past the $80 million mark in total billings with advances of $16.4 and $15.5 million respectively. The "Crafts, Hobbies, Sporting Goods and Toys" category recovered from last year's $7 million loss with a strong 32-percent rebound of $12 million.
The "General" category led the decliners with a $13.6 million slide. Nearly canceling out 3Q 2005's $10.1 million gain, the "Publishers and Book Clubs" category lost $9.3 million — a 27-percent decline. "Apparel" lost half its size with a $2.3 million drop, and "Home and Building" collapsed $844,000 — a 12-percent fall.
Figure 3. Third-Quarter 2006 Short-Form DRTV Categorical Distribution
All five media outlets showed improvement compared to third-quarter 2005. Much like the first two quarters of 2006, cable TV again dominated all others with a solid 17-percent advance of $71.9 million, bringing its total to $511.5 million. Hispanic network TV and network TV each advanced $18 million — 17-and 34-percent gains respectively. Spot TV ($1.6 million) and syndication ($1.1 million) had minor gains of 4 and 2 percent.
Figure 4. Top 40 Brands for Third-Quarter 2006 Short-Form