Response's Short-Form Media Billings - Second-Quarter Numbers Gain 19 Percent Over 20041 Nov, 2005 By: Shay Moftakhar Response
Total numbers match first quarter as total number of campaigns increases.
Top 40 as Strong as Ever
The top 40 campaigns accounted for 65.4-percent (just over $473 million) of the total money spent on short-form DRTV during 2Q 2005. The top 10 campaigns tallied $273.9 million, good for 37.9 percent of the pie. To gain entry into the top-40 club, the cover charge rose $544,100 — to $3.92 million.
Fig. 5 Second-Quarter 2005 Short-Form Categorical Breakdown Dollars Spent by Media Type Reported Time Period: 4/1/2005-6/30/2005
Even though the total number of campaigns increased by 13.4 percent, the average cost of a campaign slightly increased. The average money spent on a campaign based on the total number of campaigns rose 5 percent. Minus the top 40, that figure dropped slightly to a 4-percent gain.
Fig. 6 Total Short-Form DRTV Campaigns
The staff of Response would once again like to thank TNS Media Intelligence (TNSMI) for providing this valuable research. We appreciate the opportunity to analyze and share this data with our readership for the second straight year.
Fig. 7 Average Money Spent on a Campaign Based on Total
Short-Form Media Billings is sponsored by: