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Response's Short-Form Media Billings - Second-Quarter Numbers Gain 19 Percent Over 2004

1 Nov, 2005 By: Shay Moftakhar Response

Total numbers match first quarter as total number of campaigns increases.


The latest short-form DRTV figures from TNS Media Intelligence (TNSMI) are almost an exact match to first-quarter 2005 results. A total of just $171,400 more was spent in the second quarter than the first quarter — a .0024-percent increase. However compared to second-quarter 2004, totals rose $116 million, a 19-percent rise overall. The total numbers of unique campaigns also rose over last year (by 143), bringing the total to 1,240.

Fig. 1 Total Quarterly Short-Form Media Billings
Fig. 1 Total Quarterly Short-Form Media Billings

 

Business, Drugs and Rock & Roll

 

The "Drug and toiletry category" had the highest dollar increase of all categories with a $29.8 million advance. Not far behind was the "Business" category, with a $26.3 million gain — a healthy 175-percent boost. The "Audio supplies and equipment" category followed suit with a $21.8 million leap. In terms of top percentage gain, the "Food and beverage" category took the cake and ate it too with a 2,554-percent feast — its $970,000 gain was sufficiently larger than last year's $38,000.

Fig. 2 Second-Quarter 2005 Short-Form Media Distribution
Fig. 2 Second-Quarter 2005 Short-Form Media Distribution

Six of the 17 categories declined, with the "Computers, software and home office category" posting the top losses — $11.8 million, or 12.8 percent, below last year's figure.

Fig. 3 Second-Quarter 2005 Short-Form Categorical Distribution
Fig. 3 Second-Quarter 2005 Short-Form Categorical Distribution

 

Language Barrier

 

Four of the five outlets showed improvement on 2Q 2004 results. Hispanic Network TV was the only outlet to decline, with a mere 4.5-percent slip. Cable TV led the pack in terms of extra dollars spent with a strong $63.7 million boost, translating to a 15.6-percent rise. Syndication's extra $30.2 million and Network TV's $22.6 million increase were responsible for percentage increases of 129 and 94 percent respectively.

Fig. 4 Top 40 Brands for Second-Quarter 2005 Short-Form Reported Time Period: 4/1/2005-6/30/2005
Fig. 4 Top 40 Brands for Second-Quarter 2005 Short-Form Reported Time Period: 4/1/2005-6/30/2005

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