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Research

Short-Form DRTV Media Billings Get an 8.8-Percent Boost

1 Dec, 2003 By: Response Contributor Response

Four categories increase by 93 percent or more.


Short-form DRTV spending improved by more than 8 percent to $92,301,871 in third-quarter 2003 from last year's third-quarter short-form billings. While Response's growing cross-section of short-form total media billings pale in comparison to its well-rounded long-form numbers, short-form made considerable increases in six major categories.

Figure 1:  Total Quarterly Media Billings
Figure 1: Total Quarterly Media Billings

 

Big Increases, Fewer Drop-offs

"Home and garden" sprung up to the top category listed with just less than $17 million, a growth of 48 percent from third-quarter 2002. Four categories, including "Automotive"; "Entertainment, travel and psychic services"; "Sports and activities"; and "Financial and business opportunities" made dramatic leaps of 93 percent and more.

 

Another category with a strong showing was "Electronics," which more than doubled its figures from the previous year. The "Other" category also faired well with an impressive figure of $9.4 million - a 55.3-percent increase over the same quarter in 2002.

Figure 2:  Third-Quarter 2003 short-Form Categorical Distribution
Figure 2: Third-Quarter 2003 short-Form Categorical Distribution

The major disappointments in the third quarter experienced drop-offs of 71 percent or more. This included "Crafts, collectibles, hair and personal care," which decreased from last year by more than $2.8 million. The worst category in third-quarter 2003 comes as no surprise to those who recall the second quarter results, as the "Fundraising" category dropped from $3.2 million a year ago to zero in 3Q 2003.

 

Distribution Remains Similar

Overall spending in the top 30 markets had a dismal showing, with only $10.4 million, compared to more than $36 million during third-quarter 2002. The media distribution among the three media outlets almost mirrored last year's figures. Again, national cable accounted for 62 percent of media buyers' spending, while buyers allocated $29.2 million in the third quarter to broadcast.

Figure 3:  Third-Quarter 2003 Short-form billings in the top 30 markets and Figure 4:  Third-Quarter 2003 short-Form Media Distribution
Figure 3: Third-Quarter 2003 Short-form billings in the top 30 markets and Figure 4: Third-Quarter 2003 short-Form Media Distribution

 

In future surveys, the Response editorial staff will be working hard to expand the number of short-form media-buying firms surveyed. We believe the Quarterly Media Billings Series is a valuable resource tool for our readers and fellow industry professionals. In fact, our research data has been quoted in various periodicals and research studies published by renowned industry associations.

If you are a media buyer and were not contacted for this survey or for the long-form survey and would like to participate, please contact Vi Paynich, Response editor, at (714) 513-8857 or via E-mail at vpaynich@advanstar.com.

Methodology
Methodology


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