Response's Short-Form Media Billings - First-Quarter 2005 Numbers Leap 27 Percent Over First-Quarter 2004 Results1 Aug, 2005 By: Shay Moftakhar Response
Short-form DRTV media billings started the new year in full force. In the spirit of fourth-quarter 2004's 15-percent rise over the third-quarter, first-quarter 2005 witnessed a staggering 27-percent ($153 million) increase over the first-quarter 2004 totals.
Figure 1. Total Quarterly Short-Form Media Billings
Response started reporting short-form DRTV numbers from TNS Media Intelligence (TNSMI) beginning with data from second-quarter 2004. As a bonus to kick off the 2005 reporting cycle, TNSMI also supplied the figures for first-quarter 2004, enabling Response to compare a full year's worth of data against this year's numbers quarter-by-quarter. To help bring readers up to speed, we have added some extra information to some charts from the first-quarter 2004 data in addition to our scheduled first-quarter 2005 analysis.
Figure 2. First-Quarter 2005 Short-Form Media Distribution
Drugs, Housewares Lead Charge
Of the 17 distinct categories, 14 showed an increase compared to first-quarter 2004. The two categories with the largest gains were "Drug and toiletry" and "Household, furniture and appliances" with gains of $45 million and $34 million respectively. Four other categories showed gains of at least $11 million and three more advanced at least $7 million.
Figure 3. First-Quarter 2005 Short-Form Categorical Distribution
Figure 4. Top 40 Brands for First-Quarter 2005 Short-Form Reported Time Period: 1/1/2005-3/31/2005
Syndication Doubles as Hispanic Buying Levels Off
All five media distribution outlets exhibited increases during the first-quarter 2005. Syndication more than doubled its revenues with a 108-percent catapult ($41 million). Network TV was not far behind with $33 million extra (a 72-percent climb), and Spot TV's additional 17 percent accounted for another $8 million. Cable TV extended its popularity with a 20-percent boost ($69 million). Hispanic Network TV showed a mere 2-percent jump of $2 million.
Figure 5. First-Quarter 2005 Short-Form Categorical Breakdown Dollars Spent by Media Type Reported Time Period: 1/1/2005-3/31/2005