3Q 2009 Short-Form Media Billings Slide a Modest 2.1 Percent4 Feb, 2010 By: Thomas Haire Response
Cable TV expands by more than $36 million, while top-40 spending drops nearly $40 million.
Marking a fifth-consecutive quarter of decline, 3Q 2009 short-form DRTV media billings fell $23.3 million — a modest 2.1-percent drop when measured against recent quarterly losses. Data from Kantar Media (formerly TNS Media Intelligence) shows short-form DRTV media spending at $1.082 billion, which is up slightly from 2Q 2009 figures. And while cable TV spending jumped more than $36 million, a freefall in spending on other TV media offset cable’s big late-summer haul.
House(hold) in Order
In 3Q 2009, 10 of the 17 measured vertical categories reported gains (only seven of the 17 were winners in third-quarter 2008). The “Household, Furniture and Appliances” category was the leading dollar gainer, bouncing back from an abysmal third quarter in 2008 with a gain of just less than $36 million. The top percentage gainers during 3Q 2009 were the “Food and Beverage” and “Automotive and Travel” categories, which notched 664-percent and 368-percent jumps. “Food and Beverage” rose from less than $1 million in spending a year ago to $7.6 million in 3Q 2009.
Among the losers, the “Computers, Software and Home Office” category suffered the worst dollar-on-dollar decline, swooning $43.1 million from the prior year. Not far behind was the “General” category — 3Q 2008’s leading dollar gainer — which lost $40.5 million. The “Lawn, Garden, Seeds and Bulbs” category lost 65.4 percent, landing at $7.7 million.