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Short-Form DRTV

2Q Short-Form DRTV Media Billings Slip 4.7 Percent

1 Nov, 2010 By: Jackie Jones Response

Despite an 8.7-percent increase in the number of campaigns, top-40 spending declines 12.9 percent

The top 40 campaigns accounted for 55 percent of total spending ($552 million), almost identical to the 54 percent recorded in 2Q 2009. The top 10 campaigns totaled $321.7 million, good for 32 percent of the total — a positive throwback to 2Q 2008 results (2Q 2009 top-10 spending snagged just 27 percent of the total). The top 40 included 16 new campaigns compared to 2Q 2009, including DRMA Marketer of the Year Your Baby Can Read at No. 30 and Marketer of the Year finalist Shake Weight at No. 27. “Onetouch Ultramini” had the highest debut at No. 9. “Nutrisystem Nourishment” was bumped out of its No. 1 spot by 1-800-Contacts, whose second-quarter spending came in at $67.9 million.

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