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Short-Form DRTV

3Q 2009 Short-Form Media Billings Slide a Modest 2.1 Percent

4 Feb, 2010 By: Thomas Haire Response


The top 40 reflected 16 new campaigns compared to 2Q 2009 and 22 new campaigns compared to 3Q 2008. The No. 1 campaign was “Nutrisystem,” holding its spot from 2Q 2009, though spending on the campaign dropped $7.8 million. “Proactiv Solution,” dropped to No. 4, losing almost $24 million in spending from a year ago.

Among the newbies, Tempur-Pedic returned to the rankings at No. 7, while Oreck Corp. checked back in at No. 14. Both National Collectors’ Mint (No. 38) and ShamWow (No. 40) barely stayed in the upper echelon.

The quarter’s slim 2.1-percent loss may be a sign that confidence is returning for marketers. While the larger campaigns are spending less, that’s likely a sign of campaign maturity and falling media costs. Even though 2009 has been a tough year in general, short-form DRTV media spending is still likely to hit $4.2 billion.

 

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