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Research

3Q Short-Form DRTV Media Billings Rise 16 Percent

1 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
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
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 7. Average Money Spent on a Campaign Based on Total

Once again, the staff of Response thanks TNSMI for providing this valuable resource and allowing us to analyze and share the results with our subscribers.

Figure 8. Average Money Spent on a Campaign Minus Top 40
Figure 8. Average Money Spent on a Campaign Minus Top 40

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