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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.

“Automotive and Travel” reported a strong 428-percent resurgence thanks to an extra $15.9 million spent — the Spongetech and Windshield Wonder campaigns accounted for the bulk of the gain. “Publishers and Book Clubs” made an improvement, as well, adding $10.4 million for a 61-percent rise.

Also repeating its 1Q 2009 performance, the “Computers, Software and Home Office” category fell 58.7 percent — an $83.3 million loss, earning biggest dollar-loser status. This category alone accounted for 99.9 percent of this quarter’s $83.4 million shortfall. The “Multiple Category Ad” category also repeated as top percentage loser, with an 81.6-percent drag. The “Audio Supplies and Equipment” and “Video Supplies and Equipment” categories also fell, losing $31.6 million and $25.7 million respectively. The housing market trimmed the “Lawn, Garden, Seeds and Bulbs” category by another $14.4 million.

Network 2, Cable 0

Two of the five outlets of media distribution posted gains in the second quarter. Network TV continued its rise with a solid 52.4-percent gain of $19.3 million, while spot TV managed to stay in the black with a small gain of $876,600.

Suffering its fifth straight quarter of losses, cable TV fell 12 percent as a result of a $97.3 million hit. Hispanic network TV continued to slide, with a 2.2-percent loss of $3.5 million. First-quarter 2009’s golden boy, syndication, changed directions — dipping 3.4-percent.

Topsy Turvy Top-40

The total number of short-form DRTV campaigns aired increased by 99 (8.9 percent) to 1,214. The average cost of a campaign based on the total fell by $151,918, and the average cost of a campaign outside the top 40 decreased by $14,573.

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About the Author: Shay Moftakhar

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