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Top-40 Spending Freefall Helps Push 3Q 2008 Short-Form Media Billings Down 7 Percent

1 Feb, 2009 By: Shay Moftakhar Response

Cable TV retracts 15.4 percent — a $135.5 million decrease in spending.


However, the fifth outlet — cable TV — not only squandered more than half of its 3Q 2007 gain of $368.6 million, but also single-handedly took the quarter from black to red with a massive 15.4-percent loss of $135.5 million. Considering cable TV's $158 million rise in 1Q 2008 and minor $4.6 million loss in 2Q 2008, this development is even more unsettling.

Fig. 5
Fig. 5

 

Golden Retrievers

 

Continuing the trend of the second quarter, the total number of short-form DRTV campaigns aired decreased by 114, or 10.4 percent, to 1,098. This total just barely beats 3Q 2006's 1,094 campaigns. The average cost of a campaign based on the total increased by 2.7 percent, or $27,297, and the average cost of a campaign outside of the top 40 increased 16.5 percent — $62,121.

Fig. 6
Fig. 6

The top 40 campaigns accounted for 58 percent ($641,887,000) of the total, a figure that contracted a shocking 14 percent (more than $105 million) from 3Q 2007. The top 10 campaigns totaled $314 million, good for 28.4-percent of the total, but, again, a sizeable decrease of $28.7 million from 3Q 2007 results.

Fig. 7
Fig. 7

The top 40 reflected 13 new campaigns compared to 2Q 2008 and 18 new campaigns compared to 3Q 2007. The No. 1 campaign was "Proactiv Solution," up from No. 3 thanks to an extra $19.7 million spent. Third-quarter 2007's leader, "Ingles Sin Barreras Various Videos," dropped to No. 9 in, losing nearly half of the $39.4 million spent in 2Q 2008.

Fig. 8
Fig. 8

"Cash 4 Gold" debuted at No. 2 with $42.1 million. Its competitor, "Gold Kit," held the No. 40 spot, down from number 37. "Peticure" debuted at No. 13, and the ubiquitous "ShamWow" came in at No. 20 with $11.7 million spent.


 

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