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4Q 2002 Short-Form DRTV Media Jump Nearly 29 Percent Over 3Q Figures

1 Mar, 2003 By: Shay Moftakhar Response

'Housewares and appliances' category takes the lead in $24 million rise.

In step with long-form media billings, fourth-quarter short-form DRTV media billings increased over third-quarter figures. This is good news since reported third-quarter figures declined in relation to second-quarter 2002 figures. Short-form DRTV spending in fourth-quarter 2002 increased $24.4 million, or 28.8 percent, over reported third-quarter numbers.

This increase can mainly be attributed to a sharp increase in spending in the "Housewares and appliances" category - 176 percent, or $16.9 million, higher than the third quarter. $26.5 million was spent on this category, while the second closest category was "Home and garden," with $16.2 million - representing a $10 million spread between the leaders. The third highest category was "Cosmetics, hair and personal care" with $10 million spent.

In contrast to the third quarter, overall spending in the top 30 media markets declined by 4 percent. Top 30 spending represented 31.7 percent of the total, as opposed to 42.6 percent in the previous quarter. Short-form DRTV media distribution among the three forms - national cable, broadcast, and satellite and regional cable - remained the same as in the third quarter.

Concluding Response's first year of analysis of the short-form DRTV industry, the total reported figures for all four quarters of 2002 totaled $394.8 million. This figure will serve as a baseline for further analysis of this vital market as we continue our research into 2003.

To keep numbers accurate with last quarter, Response surveyed the same group of short-form DRTV media buyers. As stated before, this is not a complete list of all short-form DRTV media buyers. However, it does represent a cross section of small, medium and large short-form DRTV media buyers. For now, the data collected will serve as a reference point on how this cross-section of the industry is doing.

In future surveys, the staff of Response will make efforts to broaden its survey base and include as many short-form media buying firms as possible in order to accurately gauge the market in its entirety. We believe this is possible based on the success of our long-form media buying research and the continued support and participation we receive from the media buying community. If you are a media buyer and were not contacted for this survey, or for the long-form survey, and would like to participate, please contact Thomas Haire, Response editor, at (714) 513-8850, or via E-mail at

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