Keyword: Media Billings Research
Fourth-quarter’s 26.6-percent slip closely mirrors the total year’s 23.9-percent decrease, as the radio market falls back to 2014 levels.
Even though 4Q results fade 16.9 percent, the short-form DRTV market rises more than $222 million in 2017.
While fourth-quarter 2017 results show some signs of a latent turnaround, DRTV’s 30-minute market dips 7.9 percent in 2017 — its biggest year-on-year decrease since 2014.
Third-quarter 2017 results show a $43.8 million increase — the fifth straight quarterly rise — led by the cable outlet and “Drug and Toiletry”category.
Third-quarter 2017 results show an 11.9-percent decrease, mainly due to price cuts by media outlets. Still, it’s the sixth consecutive quarterly decrease.
A 15.8-percent slide in the average cost of a long-form time slot leads to a 10.6-percent dip in overall spending.
A fourth consecutive quarterly decrease — 11.7 percent — casts more doubts on the 30-minute market's overall health.
First-quarter 2017 numbers track a similar path the final quarter of 2016 — a 33.1-percent rise led by cable and “Household” spending.
However, even with its 7.9-percent loss, the DR radio market still enjoys its second-best first quarter in the past decade.
Second-quarter 2017 long-form DRTV media billings totaled $200,531,200.