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Short-Form Media Billings Start 2006 With a 2.5-Percent Increase

1 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!

  Figure 1
Figure 1

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.

  Figure 2
Figure 2

 

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.

  Figure 3
Figure 3

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.

  Figure 4
Figure 4

 

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.

  Figure 5
Figure 5

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