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.
The total number of individual short-form DRTV campaigns aired during third-quarter 2006 decreased 10 percent to 1,094. The average cost of a campaign based on the total increased by a staggering 28 percent — $161,652, very similar to second-quarter 2006's numbers.
Figure 5. Third-Quarter 2006 Short-Form Categorical Breakdown: Dollars Spent by Media Type
The average cost of a campaign minus the top 40 spots shot up 45 percent to $82,441. The top 40 campaigns accounted for 66 percent ($533 million) of the total — a $42 million increase. The top 10 campaigns totaled $254.4 million — a $28.7 million decrease, but still good for 32 percent of the total spent in DR short-form.
Figure 6. Total Short-Form DRTV Campaigns
Exactly half of the top 40 campaigns reported spending more than $10 million. Despite sagging top-10 results, the dollars-spent entry barrier to reach the top-40 campaign plateau rose by more than $1.5 million compared to 3Q 2005 numbers.
Figure 7. Average Money Spent on a Campaign Based on Total
Figure 8. Average Money Spent on a Campaign Minus Top 40