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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.


Network TV suffered the steepest decline, with a 46.8-percent skid of $37.4 million. This drop cut its 1Q market share almost in half, from 11 percent a year ago to just 5.7 percent in the first three months of 2006. Syndication fared no better with a 38.4-percent drop. Spot TV suffered an 8.6-percent loss.

  Figure 6
Figure 6

 

Los Primeros Cuarenta

 

The total number of individual short-form DRTV campaigns aired during 1Q 2006 decreased by 55 to 1,166. The average cost of a campaign based on the total increased 7.3-percent, but the average cost of a campaign outside the top 40 rose to $54,819, up 26 percent.

  Figure 7
Figure 7

The top 40 campaigns accounted for 59 percent ($444.16 million) of the total spent in 1Q 2006. The top 10 campaigns totaled $233.8 million — a 31.5-percent share of the market, but a $14.4 million decrease from 1Q 2005 results.

Compared to the same period in 2005, there are 21 new campaigns listed in the top 40. Of these 21 newbies, six are targeted to Hispanic consumers. When Ingles Sin Barreras and Hongosan, two holdovers from a year ago, are included, there are eight Hispanic-directed campaigns in the top 40 (20 percent).

  Figure 8
Figure 8

The staff of Response thanks TNSMI for providing its results and allowing us to analyze them for our readers.

TNS Media Intelligence is the leading provider of strategic media and marketing information. Utilizing highly innovative tracking technologies, the company collects expenditure, occurrence and creative intelligence on millions of brands across 20 media. These figures are based on TNS Media Intelligence multimedia ad expenditure database across the following measured media: Network TV, Spot TV, Cable TV, Syndication and Hispanic Network TV. Figures do not contain public service announcement (PSA) data. For information about TNS Media Intelligence please call (212) 991-6000 or visit www.tns-mi.com.

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