Second-Quarter Short-Form DRTV Media Billings Increase $28.3 Million1 Nov, 2008 By: Shay Moftakhar Response
'Computers, Software and Home Office' category continues surge with a $77.6 million gain, while 'Apparel' jumps 254 percent.
The latest data from TNS Media Intelligence (TNSMI) marks the 14th consecutive quarter that short-form DRTV media billings have increased. Second-quarter 2008 results show a modest 2.5-percent gain of nearly $28.3 million over 2Q 2007, posting a 2Q record-setting total of $1,137,456,200. This tally was just 6.4-percent shy of doubling 2Q 2004's total of $607,558,000.
Figure 1: Total Quarterly Short-Form Media Billings
Emperor's New Apparel
Only nine of the 17 distinct categories claimed gains during the second quarter, as opposed to 12 during 2Q 2007. For the second consecutive quarter, the top percentage-gainer was the "Apparel" category, with a 254-percent catapult ($15.1 million). The "Collectibles and Art" category held the second position with a 190-percent increase of nearly $4.8 million.
Figure 2: Second-Quarter 2008 Short-Form DRTV Media Distribution
Also for the second straight quarter, "Computers, Software and Home office" was the top dollar-gainer, with a $77.6 million gain (120.4 percent) — just $700,000 short of 1Q's $78.3 million surge. The "General" category reported a $26 million gain, a 30.7-percent total increase to more than $110 million.
Figure 3: Second-Quarter 2008 Short-Form DRTV Categorical Distribution
A spending drought struck the losing categories, as "Food and Beverage" failed to report any numbers, a $1.8 million loss. This is in stark contrast to 2Q 2007, when it tied for top percentage gainer (243 percent) and gained $1.33 million. "Home and Building" endured a 47.4-percent loss of almost $17.8 million, while "Business" shed 37 percent ($28.4 million). "Crafts, Hobbies, Sporting Goods and Toys" also came up short with a $27.9 million slide (24.9 percent). Both the "Video Supplies and Equipment" and "Audio Supplies and Equipment" categories reported 21-percent losses — $22.2 million and $17.2 million.
Figure 4: Top 40 Brands in Second-Quarter 2008 Short-Form DRTV Reported Time Period: Apr.1-June 30, 2008