Short-Form Media Billings Start 2006 With a 2.5-Percent Increase1 Aug, 2006 By: Shay Moftakhar Response
"General" category gains $34.3 million, while cable TV sector jumps $80.4 million.
First-quarter 2006 marks the beginning of the third year of Response's agreement with TNS Media Intelligence (TNSMI) for the research firm to provide DRTV short-form and DR radio media billings results to the magazine. And the results have not only been good for magazine readers hungry for measurement of the industry's health!
First-quarter figures for 2006 mark the fifth straight quarter that short-form DRTV numbers have risen. While this year's 2.5-percent increase of $18.1 million over 1Q 2005 numbers is overshadowed by last year's 27-percent advance over 1Q 2004, any increase is welcome news.
General Leads the March
Only 10 of the 17 distinct categories reported gains over first-quarter 2005. The breakout leader in terms of extra dollars spent was the "General" category, with a staggering $34.3 million increase (65 percent), pushing its total to just less than $87 million. The "Video Supplies and Equipment" category grew an impressive $9.6 million (15 percent). The "Food and Beverage," "Lawn and Garden" and "Correspondence Schools" categories led in percentage gains, notching 174-, 123- and 102-percent gains respectively.
The most alarming decliner among the seven losing categories was the "Household, Furniture and Appliances" category. Housewares led the losers in terms of percentage and dollar decreases, with a sharp 27-percent drop of $26.2 million. The "Apparel" category was the second biggest loser in 1Q 2006, suffering a $7.5 million decrease.
Cable on the Go
Only two of the five outlets of media distribution grew during 1Q 2006. Cable TV dominated all others with a 19.5-percent expansion of more than $80 million, bringing its total to $493.3 million — a 9.4-percent gain in marketshare. This result followed the cable marketplace trend set with 1Q 2005's 20-percent increase. Hispanic Network TV's 11-percent gain ($10.5 million) boosted its marketshare one percentage point.