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.
Another top gainer from 4Q 2005 that suffered a major setback was the "Business" category, trading an $18.5 million gain a year ago for a $17 million slide in 4Q 2006. The highest percentage decline went to the "Automotive and Travel" category, reporting a 70-percent skid of $1.1 million.
Fig. 5 Fourth-Quarter 2006 Short-Form Categorical Breakdown: Dollars Spent by Media Type
All five media outlets enjoyed improvement over fourth-quarter 2005. Spot TV avenged its 4Q 2005 $9 million clobbering with an 18.8-percent resurgence of $7.6 million. Hispanic network TV had the highest dollar increase — $9.5 million — an 8.1-percent advance. Network TV reported a 5.9-percent gain of $5.2 million, while cable TV eked out a 0.9-percent blip — good for an additional $4.5 million. Finally, syndication rose $2.6 million — a 4.6-percent jump.
Fig. 6 Total Short-Form DRTV Campaigns
The total number of individual short-form DRTV campaigns aired during 4Q 2006 decreased by 73, or 5.8 percent, for a total of 1,194. The average cost of a campaign based on the total increased by 10.7 percent ($69,318), only $4,998 higher than 4Q 2005's 11-percent increase of $64,320.
Fig. 7 Average Money Spent on a Campaign Based on Total
The average cost a campaign outside the top 40 rose by a mere 1.9 percent — $4,607.60. The top 40 campaigns accounted for almost two-thirds of the total spending, or $560.7 million. The top 10 campaigns totaled $289.5 million for an even 34 percent of the total. The amount of spending required for entry into the top 40 rose by $416,900 compared to 4Q 2005, and the No. 1 campaign, Dell Various Computer Products, had an extra $10.5 million spent than 4Q 2005's No. 1, Dell Dimension Computer Products.
Fig. 8 Average Money Spent on a Campaign Minus Top 40
As always, the staff of Response thanks TNS Media Intelligence (TNSMI) for providing this resource and allowing us to analyze and share the results with our subscribers. We look forward to continuing this partnership as we enter our fourth year of this valuable research.