Response's Short-Form DRTV Media Billings - 2005 Billings Fall Just Short of $3 Billion"1 May, 2006 By: Shay Moftakhar Response
Cable TV spending increases by $52.7 million in 4Q results.
Fourth-quarter 2005 concludes Response's second full year of analyzing short-form DRTV data from TNS Media Intelligence (TNSMI). The final quarter's short-form DRTV numbers for 2005 boast an 11.8-percent gain (nearly $86.8 million) over last year's fourth-quarter, marking the fourth consecutive quarter that short-form DRTV billings have risen.
Fig. 1 Total Quarterly Short-Form Media Billings
Fig. 2 Fourth-Quarter 2005 Short-Form DRTV Media Distribution
A Dozen Reasons
Twelve of TNSMI's 17 categories reported gains when compared with 4Q 2004 numbers. The "General" category had the highest gain in dollar terms — a $22.5 million increase (42.5 percent). That category was followed closely by 2005's overall breakout category, "Business," with a leap of $18.5 million.
Fig. 3 Fourth-Quarter 2005 Short-Form DRTV Categorical Distribution
The "Food and beverage" category led percentage gainers, earning an extra $2 million (an 892-percent explosion). Both the "Lawn and garden" and "Correspondence schools" categories enjoyed 84-percent increases ($2.7 million and $630,700 respectively). "Drug and toiletry" and the "Household, furniture and appliances" categories each posted gains of $12.2 million.
Fig. 4 Top 40 Brands for Fourth-Quarter 2005 Short-Form Reported Time Period: Oct 1-Dec. 31, 2005
Of the five declining categories, the "Apparel" category suffered the worst in terms of both percentage and dollar decreases — a 59-percent slide of $3.16 million. The "Collectibles and art" category saw a 32-percent depreciation ($129,400).
Fig. 5 Fourth-Quarter 2005 Short-Form Categorical Breakdown: Dollars Spent by Media Type Reported Time Period: Oct 1-Dec. 31, 2005