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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.


Cable TV led the five outlets in extra dollars spent when compared with 4Q 2004 results, earning an 11.3-percent increase of $52.7 million. Network TV and Hispanic Network TV both enjoyed $25 million increases. Spot TV's $9 million dollar loss translated to an 18.3-percent drop, while Syndication's $8 million decline set it back 12.3 percent.

Fig. 6 Total Short-Form DRTV Campaigns
Fig. 6 Total Short-Form DRTV Campaigns

 

'Trickle-Up' Theory

 

Just nine more short-form campaigns saw airtime in 4Q 2005 than a year ago (1,267), which means costs had to "trickle up." The average cost of a campaign increased 11 percent — $64,320. More impressively, the average cost of a campaign without factoring in the high-paying top 40 campaigns rose 14.6 percent ($31,620).

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

The top 40 campaigns accounted for 63 percent ($518.5 million) of the total. The top 10 campaigns totaled $270.5 million — a $12.6 million decrease, but still nearly accounted for 33 percent of total spending. The entry level spend to reach the top 40 rose by $211,200 compared to 4Q 2004.

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

As always, the staff of Response thanks TNS Media Intelligence (TNSMI) for providing this valuable resource and allowing us to analyze and share the results with our readers.


 

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