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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.

The top 40 campaigns accounted for 54 percent ($569.8 million) of total spending, a 5.6-percentage point decrease — contracting $108.6 million from 2Q 2008. The top 10 campaigns totaled $284.5 million, good for 27 percent of the total — but still off from 2Q 2008’s 32 percent. The amount spent on a campaign to gain entry into the top 40 slid by 18.2 percent.

The top 40 included 22 new campaigns compared to 2Q 2008 and 13 new ones compared to 1Q 2009. “HP DV 2” and “Topsy Turvy” had the highest debuts at Nos. 15 and 16 respectively. “Nutrisystem Nourishment” rose from No. 8 position to topple “Rosetta Stone Various Software” from the top spot with a hefty 93-percent increase in spending of $23.3 million — outspending No. 2 Proactiv Solution by $9 million. Proactiv remained No. 2, despite a $22.7 million decrease in spending. “Video Professor Various Software” fell to No. 40 from No. 3 with $46.4 million less spent.


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About the Author: Shay Moftakhar

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