Short-Form DRTV Media Billings Total $3.27 Billion for 20061 May, 2007 By: Shay Moftakhar Response
Top-40 spending increases nearly $42.2 million in fourth quarter.
Concluding its third year of "to the dollar" short-form DRTV data from TNS Media Intelligence (TNSMI), Response announces a 10-percent increase of $294 million in total short-form DRTV spending in 2006 over 2005 — $3.27 billion. In just two years, total spending rose 28 percent — a $715 million increase over 2004's $2.55 million!
Fig. 1 Total Quarterly Short-Form Media Billings
As part of these full-year results, fourth-quarter 2006's short-form DRTV numbers reported a 3.6-percent gain of more than $29.3 million over 2005's fourth-quarter, marking the eighth consecutive quarter that short-form DRTV billings have risen.
Fig. 2 Fourth-Quarter 2006 Short-Form DRTV Media Distribution
250 Million Served
Only eight of the 17 categories reported advances over fourth-quarter 2005. The "Drug and Toiletry" category posted a 53-percent gain of $86.3 million for a record total of $250 million dollars — this category single-handedly kept the quarter in the black since total declines in other areas were heavy. The highest percentage gain went to the "Correspondence Schools" category, which showed a 142-percent rise of $1.95 million.
Fig. 3 Fourth-Quarter 2006 Short-Form DRTV Categorical Distribution
The "Household, Furniture and Appliances" category had the largest dollar drop, losing $36.7 million — a 30-percent loss. Three of the declining categories reported identical 35-percent losses: the "General" category forfeited its 4Q 2005 gain of $22.5 million with a $26.3 million slide; "Publishers and Book Clubs" suffered the same fate, losing last year's $7.2 million gain and then some, with a 4Q 2006 loss of $11.9 million. The "Home and Building" suffered a $5.4 million loss.
Fig. 4 Top 40 Brands for Fourth-Quarter 2006 Short-Form