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Short-Form DRTV

1Q Short-Form DRTV Media Billings Jump 6.9 Percent

1 Aug, 2011 By: Jackie Jones Response

Total spending rebounds to more than $1 billion, while the average money spent on a campaign — both inside and outside the top 40 — rises as well.


First-quarter 2011 short-form DRTV media billings results provided by Kantar Media boast a 6.9-percent jump, an increase of $74.2 million that brings total spending back to above the billion-dollar mark. The reported $1,069,909,800 total is an uplifting result is in contrast to 1Q 2010, when total short-form media billings dropped below the $1 billion mark for the first time since 2007.

First-quarter 2011 also reflected a rise of $41.9 million when compared to 4Q 2010, a 3.9-percent increase from the final quarter of last year.

Comeback for Collectibles

Just eight of the 17 categories claimed gains this quarter when compared to the same period from 2010, though that’s a jump from the mere five recorded in the same quarter of last year. “Drug and Toiletry” showed the highest dollar gain with an astounding $40.7 million increase (9.3 percent), pushing its total to nearly $437 million. In complete contrast to 1Q 2010, when it suffered a weighty 79.8-percent dip, “Collectibles and Art” made a complete comeback in the first quarter of this year, earning top percentage-gainer honors by far — boasting an 80.2-percent increase of about $4.3 million, bringing its first-quarter 2011 total to $5.3 million.

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The “Video Supplies and Equipment” category did not fare as well, suffering the greatest dollar loss in 1Q 2011, dipping $17.5 million (38.3 percent). “Multiple Category Ad” saw the greatest percentage loss — 72.6 percent — a dollar loss of $2.3 million. The “Food and Beverage” category also saw a dismal quarter, losing 51.6 percent, or $6.2 million.

Cable Claims Dominant Gains

Syndication fared far better in first-quarter 2011 than it did during the same time period the prior year, joining cable TV — which was the sole outlet of media distribution to post a gain one year ago — as the top two outlets to enjoy gains. Cable TV remained the dominant media outlet this quarter, boasting an 11.9-percent jump. Syndication reported a modest rise of $3.4 million, or 5.7 percent, though a vast improvement from the 34.8-percent loss it posted in 1Q 2010.

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The remaining three outlets of media distribution all suffered losses in first-quarter 2011, with Network TV leading the pack both dollar- and percentage-wise, dropping $14.7 million (33 percent). Spot TV followed close behind with a 16.4-percent loss of $7.4 million, while Hispanic Network TV decreased 5.8 percent ($6.5 million).

fig 4Proactiv Outspends Others to Claim No. 1 Spot

The total number of short-form DRTV campaigns aired in first-quarter 2011 — 1,359 — signified an 8.5-percent decrease when compared to the same period in 2010. Subsequently, the average money spent on a campaign based on the total this quarter jumped 14.9 percent to $787,277, while the average money spent on a campaign outside the top 40 followed suit, rising 14.4 percent to $351,821.

At $605,857,500, the top 40 campaigns accounted for 56.6 percent of total 1Q 2011 short-form DRTV media billings. The top 10 campaigns totaled $144,037,500 (13.5 percent), quite a dip from that of the previous first quarter, when spending on the top 10 campaigns reached $308.9 million.

That being said, Proactiv Solution’s spending skyrocketed it to the No. 1 spot in first-quarter 2011. At $90,774,000, Proactiv outspent Nutrisystem Inc. by $22 million, knocking it to No. 2. The top 40 campaigns of 1Q 2011 included an impressive 22 new campaigns compared to first-quarter 2010, with the Perfect Situp enjoying the highest debut at No. 10.

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