Short-Form DRTV Media Billings’ 2013 Tumble Continues1 Nov, 2013 By: Thomas Haire Response
Total spending in second quarter crumbles nearly $300M, with any positive signs few and far between.
Kantar Media’s second-quarter 2013 short-form DRTV media billings results nearly doubled down on first-quarter’s frightful results, freefalling 24.9 percent from 2Q 2012, totaling $888,537,100. The $295.3 million decrease left second-quarter results nearly in line with first-quarter 2013 totals and dropped 2Q results below $900 million for the first time in seven years.
Losses were widespread, with the only measurable gains coming in five of the 17 measured categories.
Also off from 2Q 2012, when eight categories showed positive results, the only five categories to claim gains this quarter failed to muster enough additional spending to stop the overall crash. Those five positive categories were: “Automotive and Travel” (up $18.2 million, or 254 percent); “Lawn, Garden, Seeds and Bulbs” (up $18 million, or 292 percent); “Home and Building” (up $15.4 million, or 41.7 percent); “Publishers and Book Clubs” (up $11 million, or 48.1 percent); and “Video Supplies and Equipment” (up $133,400, or 0.4 percent).
The dollar-on-dollar losses of 2Q 2013’s biggest loser, “Drug and Toiletry,” more than doubled the total gains of those five categories combined. The category dropped $146.4 million in total spending, making up nearly half of the quarter’s overall losses. “Household, Furniture and Appliances” also suffered a massive loss, dropping $69.5 million, while “Computers, Software and Home Office” fell $40.3 million.
Is Cable Spent?
With all five forms of media distribution losing spending in 2Q 2013, the only positives to report here come from a redistribution of market share, as Hispanic network TV and spot TV gained ground on their competitors. Those market share gains mirrored first-quarter 2013 results, as Hispanic network TV saw a 6.3-point bump, jumping to 25.5 percent of the total market, and spot TV rose 0.8 points to 3.9 percent, leaving faltering network TV even deeper in last place among the five outlets.
Once again, the brunt of the quarter’s losses hit the cable TV outlet, which lost more than 31 percent of its total spending from 2Q 2012. The $262.7 million decrease (89 percent of short-form DRTV’s overall 2Q drop) brought cable’s total down to $567.1 million — still good for 63.8 percent of the market.
Lower and Lower
The total number of short-form DRTV campaigns aired in second-quarter 2013 — 1,089 — was dead even with the same period in 2012, tying last year’s six-year low for second-quarter results. However, unlike a year ago when spending per campaign figures jumped, those results dropped precipitously, especially outside the top 40 campaigns. The average money spent on a campaign based on the total this quarter fell 24.9 percent to $815,920.20, while the average money spent on a campaign outside the top 40 stumbled even worse, falling 29.4 percent to $326,819.18.
At $537 million, the top 40 campaigns accounted for 60.5 percent of total 2Q 2013 short-form DRTV media billings. The top 10 campaigns totaled $311.5 million — or 35.1 percent of the quarter’s total spending.
The top campaign of 2Q 2013 is the newcomer Pinaterapia ($67.3 million), which beat out 2Q 2012’s top two, Proactiv Solution ($49.1 million, No. 2) and Nutrisystem ($41 million, No. 3). The top 40 campaigns of 2Q 2013 included 26 new campaigns compared to second-quarter 2012. ■
Kantar Media is the leading provider of strategic media and marketing information. Utilizing highly innovative tracking technologies, the company collects expenditure, occurrence and creative intelligence on millions of brands across 20 media. These figures are based on Kantar Media’s multimedia ad expenditure database across the following measured media: Network TV, Spot TV, Cable TV, Syndication and Hispanic Network TV. Figures do not contain public service announcement (PSA) data.
For information about Kantar Media, call (212) 991-6000 or visit www.kantarmediana.com.