Response's Short-Form DRTV Media Billings - 3Q 2005 Results Rise 10 Percent1 Feb, 2006 By: Shay Moftakhar Response
Computers, software and home office category increases $36 million.
TNS Media Intelligence's (TNSMI) third-quarter 2005 short-form DRTV numbers reflect a 10-percent gain of $65 million over the same period during 2004. This marks the third consecutive quarter that short-form billings have risen over the previous year's results. The total number of campaigns also rose over 2004's third quarter by an even 70, pushing the total to 1,214.
Fig. 1: Total Quarterly Short-Form Media Billings
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Nine of the 17 TNSMI categories experienced increases in spending compared to 3Q 2004. In terms of dollars, the "Computers, software and home office" category had the highest gain, rebounding from its second-quarter demise of $11.8 million with a 40-percent surge of $36 million in 3Q. "Publishers and book clubs" shared the same percentage gain — a $10.1 million bump for the category.
Fig. 2: Third-Quarter 2005 Short-Form DRTV Media Distribution
Percentage-wise, "Multiple category ad" led the way with a 68.9-percent gain of $3.8 million, while the "Automotive and travel" category followed suit with a 62.9-percent gain of $16.6 million. Also notable, was the "Audio supplies and equipment" category's performance, gaining an extra $9.75 million for a 16.8-percent advance.
Fig. 3: Third-Quarter 2005 Short-Form Categorical Distribution
Among the eight categories that declined, the "Crafts, hobbies, sporting goods and toys" category witnessed the sharpest dollar drop with a $7 million slide (down 15.7 percent). Four other categories slid a moderate $3-4 million dollars, while the remaining three kept losses below $2 million.
Fig. 4: Top 40 Brands for Third-Quarter 2005 Short-Form
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