Short-Form DRTV Media Billings Surpass $1 Billion in Second Quarter1 Nov, 2007 By: Shay Moftakhar Response
Short-form DRTV billings shifted into high gear as billings continued to accelerate for the 10th consecutive quarter, pushing past the elusive $1 billion quarterly barrier with a record of nearly $1.11 billion during second-quarter 2007. The latest data from TNS Media Intelligence (TNSMI) shows a 28.5-percent increase of $246.3 million over the solid results of 2Q 2006.
Fig. 1 Total Quarterly Short-Form Media Billings
273 — the Number of the Feast
Akin to 2Q 2006 and 1Q 2007, 12 of the 17 categories showed gains over the previous period. The top two percentage leaders, "Collectibles and Art" and "Food and Beverage," had identical 273-percent gains, good for $1.83 million and $1.33 million respectively. The "Drug and Toiletry" category earned leading dollar-gain honors, with a $136.4 million increase from a year ago, pushing its total to $371.4 million.
Fig. 2 Second-Quarter 2007 Short-Form DRTV Media Distribution
"Household, Furniture and Appliances" broke the $100 million mark, with a 43-percent jump of $35 million, settling in at $116.7 million. "Home and Building" more than doubled its stakes, with an impressive push of $21.4 million.
The "Computers, Software and Home Office" category continued to falter with a $32.5 million decline. Likewise, the "General" category fell 16 percent due to a $16.3 million collapse, and "Publishers and Book Clubs" shrank its reading circle by 31.2-percent with an $11 million slide.
Fig. 3 Second-Quarter 2007 Short-Form DRTV Categorical Distribution
Cable TV continues to steal the pot in 2007 by flopping a set of deuces — scoring a $222 million increase of 37.6 percent, raising its second quarter ante to $812.9 million. Combined with its increase of $163.5 million in the first quarter, an additional $385.8 million has been spent on Cable TV in the first half of 2007 compared to 2006.
Fig. 4 Top 40 brands for Second-quarter 2007 Short-Form DRTV Reported Time Period: Apr. 1- June 30, 2007
Hispanic network TV gained 15.6 percent thanks to an additional $20.8 million spent. Syndication crept up 12.7 percent ($5.9 million), and spot TV just barely stayed in the black, earning $180,000 more than in 2Q 2006.