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Short-Form DRTV

2Q Short-Form DRTV Media Billings Slip 7.3 Percent

23 Nov, 2009 By: Shay Moftakhar Response

Top-40 spending is off 16 percent, while cable TV spending falls another $97.3 million.

Second-quarter 2009 short-form DRTV media billings research shows the completion of a full year’s worth of declines, beginning with third-quarter 2008. TNS Media Intelligence’s (TNSMI) data reports a 7.3-percent loss of $83.4 million for 2Q 2009 as total spending remained just above the $1 billion mark — $1,054,021,200.

This performance mimics 3Q 2008’s loss ($83 million) to a tee. However, as noted in first-quarter 2009 analysis, the sharp drop in the average cost of media offsets any decline in spending — ad rates have definitely declined in the past year and the frequency of short-form DRTV campaigns aired have increased due to bargain rates.

To emphasize this point, the total number of unique short-form DRTV campaigns have increased this quarter by about a hundred over 2Q 2008’s heyday, and both averages of money spent on a campaign based on the total and those outside the top 40 have decreased by 14.9 and 3.4 percent.

Does Not Compute

Only seven of the 17 vertical categories claimed gains this quarter, two fewer than 2Q 2008. Repeating its 1Q 2009 performance, the “Drug and Toiletry” category boasted the highest dollar gain with a $44.9 million advance, pushing its total to $418 million. “Food and Beverage” came back for seconds, as it earned the top percentage-gainer honors, rising from zero a year ago to post $7.6 million this quarter.

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About the Author: Shay Moftakhar

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