Response's Short-Form Media Billings - 4Q Billings up 15 Percent Over 3Q1 May, 2005 By: Shay Moftakhar Response
Cable TV accounts for half of the $96 million increase in spending.
Helping finalize Response's research of 2004's short-form DRTV media billings, TNS Media Intelligence (TNSMI) has supplied the latest data for an amazing fourth quarter. Mirroring fourth-quarter 2004's long-form media billings' 15-percent increase over the third-quarter, short-form DRTV's media billings increase of $96.1 million over third-quarter numbers was also exactly 15 percent. The spending differential between short-form and long-form DRTV for the fourth quarter was $494 million — a $64 million jump over the third quarter's differential. TNSMI's "to-the-last-dollar" reporting has truly brought to light the strength of the short-form DRTV industry.
Fig. 1Total Quarterly DRTV Media Billings
The three main categories that witnessed the greatest increases in spending over third-quarter 2004 represented products that either plug into the wall or run on batteries. Feeding off the American consumer's obsession with gadgetry during the holiday season, the "Household, furniture and appliances" category gained $38.2 million — a 52.6-percent increase. The "Computers, software and home office" category, surged $25.9 million, a 28.8-percent gain, while the "Audio supplies and equipment" category jumped $22.9 million for a 39.4-percent jolt.
Fig. 2 Fourth-Quarter 2004 Short-Form Media Distribution
No category that had a decrease in spending suffered more than a $10 million drop. The "General" category slid $9.9 million from its third-quarter level. "Lawn and garden" was next with a $3.4 million — or 51.5-percent — decline, and the "Automotive and travel" category lost $2.7 million. These categories are seasonal and the coldest winter in the last 100 years didn't have too many people interested in spending money on their lawn or making plans to travel.
Fig. 3 Fourth-Quarter 2004 Short-Form Categorical Distribution
'Tis the Season to Get Cable
Three of the five outlets of media distribution tracked by TNSMI exhibited tremendous increases in spending, while the two other outlets only had negligible declines. Cable TV showed a staggering $49.9 million advance, topping third-quarter results by 12 percent. Network TV almost doubled its third-quarter spending numbers with a $29.9 million increase, and syndication spending rose 48.6 percent — a $21.1 million enhancement. Hispanic Network TV and Spot TV declined $2.85 million and $2 million respectively.
Fig. 4 Top 40 Brands for Fourth-Quarter 2004 Short-Form Reported Time Period: 10/1/2004-12/31/2004