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Direct Response Marketing

4Q 2009 Short-Form DRTV Media Billings Off 5.2 Percent

7 May, 2010 By: Thomas Haire Response

The top 40 campaigns accounted for 53.7 percent ($563 million) of the total.

The total spend in the top 40 contracted $21 million from 4Q 2008. The top 10 campaigns totaled $296.3 million — rising $18.5 million from one year ago.

The top 40 included 23 new campaigns compared to 4Q 2008, with Tempur-Pedic Inc. returning to the rankings at No. 2. Proactiv Solution jumped from No. 2 a year ago to the top spot in 4Q 2009. ExtenZe jumped from No. 23 a year ago to No. 12, while 1-800-Contacts leaped from No. 26 to No. 13, and National Collectors Mint Coins rose from No. 30 to No. 14.

Although the short-form market took a slight step back in 2009, the fact that each quarter remained above the $1 billion mark in such tough economic times cannot be overlooked. With the number of campaigns rising sharply in 4Q 2009, and rumors of a strong first-quarter 2010 market swirling through the industry, perhaps the DRTV media marketplace is in for a bounce-back year.

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