Response's Short-Form Media Billings - First-Quarter 2005 Numbers Leap 27 Percent Over First-Quarter 2004 Results1 Aug, 2005 By: Shay Moftakhar Response
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
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.