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Research

Response's Short-Form Media Billings - Billings Climb 5.2% in 3Q 2004

1 Feb, 2005 By: Shay Moftakhar Response

Business, Household Furniture and Appliances categories increase $15 million each.


Once again TNS Media Intelligence/CMR (TNSMI-CMR) has supplied Response with valuable short-form DRTV research and it is our privilege to analyze and compare the latest data to that of the previous quarter. More than tripling third-quarter 2004's long-form media billings 1.4 percent increase over the second-quarter, short-form DRTV media billings enjoyed a 5.2 percent increase of $33.2 million over its 2004 second quarter.

Figure 1:  Total Quarterly DRTV Media Billings
Figure 1: Total Quarterly DRTV Media Billings

The spending differential between short-form DRTV and long-form for the third-quarter 2004 was $430 million — a $30 million jump over second-quarter's differential. Despite a lack of data to compare to last year's performance, short-form DRTV seems to be growing regardless of a soft long-form economy.

Figure 2:  Third-Quarter 2004 Short-Form Media Distribution
Figure 2: Third-Quarter 2004 Short-Form Media Distribution

 

Strictly Business

 

Four categories witnessed a considerable increase in spending when compared to second-quarter 2004: both the "Business" and "Household furniture and appliances" categories each experienced a $15-million gain. The "Drug and toiletry" category increased $11 million, and the "Audio supplies and equipment" category rose approximately $7 million.

Figure 3: Third-Quarter 2004 Short-Form Categorical Distribution
Figure 3: Third-Quarter 2004 Short-Form Categorical Distribution

However, multiple categories did experience a slight decrease in spending in relation to the previous quarter. The "Automotive and travel" category led the sliders with an $8.6 million skid. The "General" category followed suit with a $4.3 million drop. The "Apparel," and "Publishers and book clubs" categories lost $3.5 million each. The "Lawn and garden," and "Crafts, hobbies sporting goods and toys" categories slid $2 million as well.

Figure 4: Top 40 Brands for Third-Quarter 2004 Short-Form
Figure 4: Top 40 Brands for Third-Quarter 2004 Short-Form

 

A Bigger Slice

 

Third-quarter 2004 short-form media distribution saw a shift in spending between the five forms of distribution tracked by TNSMI-CMR. Spending on Network TV rose $8.6 million, Spot TV $14.2 million, Cable TV $10.3 million and Syndication almost doubled with a $20 million rise. This massive increase in spending on Syndication brought its total market share to 6.8 percent from 3.9 percent the previous quarter.

The only form of distribution that took a hit was Hispanic Network TV — down $19 million from the second-quarter, shrinking its market share to 14.9 percent from 18.8 percent.

Figure 5:Third-Quarter 2004 Short-Form Categorical Breakdown Dollars Spent by Media Type
Figure 5:Third-Quarter 2004 Short-Form Categorical Breakdown Dollars Spent by Media Type

 

Over the Top ... 40

 

The total number of short-form DRTV campaigns tallied 1,144. The top 10 campaigns accounted for 37.3 percent ($238.97 million) of the total and the top 40 comprised 65.6 percent ($420.4 million).

The last 35 percent of dollars spent is divided between the remaining 1,104 campaigns. Thus, we provide two averages for how much is spent on each campaign — one based on the total, $560,095.37, and one adjusted to exclude the top 40 for a more realistic statistic: $199,583.42.

Figure 6
Figure 6

We know and hope that this new format of reporting the quarterly short-form DR media billings has helped enlighten our readership. This broader approach to the short-form aspect of our industry, combined with our ongoing long-form research (rapidly approaching it's 10th year), is a testament of Response's commitment to our friends and supporters in the DRTV industry.

TNS Media Intelligence/CMR 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/CMR's 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/CMR please call (212) 991-6000 or visit www.tnsmi-cmr.com.


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