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.
Similar to second-quarter results, four of the five outlets showed improvement against 3Q 2004 results. Spot TV was the only dog, with a $4.9 million decrease (9.6 percent). Hispanic Network TV made up for its second-quarter decline with a $12.4 million increase (13 percent). Cable TV led the group in terms of extra dollars spent with $21.7 million. Network TV's $19.8 million leap and syndication's additional $16 million posted percentage increases of 60.5 and 37 respectively.
Fig. 5: Third-Quarter 2005 Short-Form Categorical Breakdown: Dollars Spent by Media Type
Ups and Downs of Average Costs
The top 40 campaigns accounted for 69.5 percent ($490.9 million) of the total money spent on short-form DRTV during 3Q 2005, while the top 10 campaigns totaled $283.1 million (40.1 percent). The amount a campaign needed to spend to enter the exclusive top 40 rose by $419,000. The average cost of a campaign increased slightly — 3.8 percent or $21,309. However, the average cost a campaign minus the top 40 declined by 8.3 percent — $16,493.
Fig. 6: Total Short-Form DRTV Campaigns
Fig. 7: Average Money Spent on a Campaign Based on Total
TNS Media Intelligence is the leading provider of strategic media and marketing information. Utilizing highly innovative tracking technologies, the company collects expenditure, occurrence and creative intelligence on millions of brands across 20 media. These figures are based on TNS Media Intelligence multimedia ad expenditure database across the following measured media: Network TV, Spot TV, Cable TV, Syndication and Hispanic Network TV. Figures do not contain public service announcement (PSA) data. For information about TNS Media Intelligence please call (212) 991-6000 or visit www.tns-mi.com.