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Response's Short-Form Media Billings - First-Quarter 2005 Numbers Leap 27 Percent Over First-Quarter 2004 Results

1 Aug, 2005 By: Shay Moftakhar Response

Thirteen new campaigns entered the top 40 in first-quarter 2005. The entry-level spend to join the top-40 club dropped $400,000, but managed to remain at the $4 million mark.

 Figure 6. Total Short-Form DRTV Campaigns
Figure 6. Total Short-Form DRTV Campaigns

The top 10 campaigns totaled $248.2 million, or 34.3 percent, of the quarter's total and the top 40 campaigns tallied up at $476.2 million — 65.8 percent of the total. These figures are consistent with fourth-quarter 2004 results.

 Figure 7. Average Money Spent on a Campaign Based on Total
Figure 7. Average Money Spent on a Campaign Based on Total

Coincidentally, the total number of unique campaigns aired during first-quarter 2005 (1,221) was identical to first-quarter 2004. However, that's where the similarities end. The 27-percent increase in spending translated to a $125,457 rise in the average amount spent on a campaign.

The staff of Response would once again like to thank TNS Media Intelligence (TNSMI) for providing this valuable resource. We look forward to analyzing and sharing TNSMI's short-form television and radio media billings data for the remainder of 2005 and beyond.

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