Long-Form DRTV Suffers Fifth Consecutive Down Quarter

 
Total Quarterly Long-Form Media Billings

Second-quarter 2017 long-form DRTV media billings totaled $200,531,200. The decrease of $9.5 million (4.5 percent) compared to second-quarter 2016 marks a fifth consecutive quarterly loss in Response’s own research.

Marketers and agencies shifted more spending into the lower-cost (and falling) broadcast and satellite outlets, meaning that total time slots purchased rose nearly 10 percent. Spending also rose across the top 30 DMAs, with total share of spend in those markets reaching 45 percent.

More Categories up Than Down

Eight of the 15 measured categories reported gains in 2Q 2017, led — once again — by “Cosmetics, Hair, and Personal Care,” which rose by nearly $9.6 million (15.1 percent) to maintain its standing as long-form market’s top category. The “Other” category (up almost $2.6 million) and the “Fundraising” category (up more than $2.1 million) both notched notable gains.Second-Quarter 2017 Long-Form Billings in the Top 30 Markets

The “Housewares and Appliances” category suffered the worst loss of the quarter, dropping $14.4 million (36.2 percent) compared to 2Q 2016. “Financial and Business Opportunities” lost nearly $5.8 million (74.2 percent), while “Health and Fitness” saw a $3.9 million decrease.

Steep Pricing Declines, Rising Time Slot Totals

Much like the first quarter of the year, just one of the four media outlets gained spending in 2Q 2017, but this time it was the broadcast space that was in the black. The 8.8-percent increase ($7.5 million) earned broadcast nearly six points of market share compared to 2Q 2016. National cable lost $11.5 million (12.1 percent) and nearly four points of market share, while satellite spending dipped $4 million (18.7 percent) and U.S. Hispanic spending slid by nearly $1.6 million (19.6 percent).

However, the total number of time slots purchased rose by more than 59,000 (9.6 percent) in second-quarter 2017, with the average cost of a half-hour block once again dipping — this time by 12.9 percent ($43.70). Most of those price decreasesSecond-Quarter 2017 Long-Form Media Distribution

came in the satellite sector, which added more than 70,000 time slots even though the outlet suffered the dollar-on-dollar losses noted above. Broadcast was the only other sector to add time slots compared to 2Q 2016 (up 0.8 percent).

Spending in the top 30 markets rose $3.5 million (4 percent) Spending in the top 10 markets held steady (up just 0.4 percent); spending in markets 11-20 was up by $1.1 million (4.6 percent); and spending in markets 21-30 jumped $2.2 million (15.7 percent). These increases added 3.7 points of market share for the top 30 DMAs. 

Long-Form Media Indices are conducted quarterly by the staff of Response. It represents in-house, non-brokered media billings for all agencies and marketers known to have purchased long-form (30 minutes) media during second-quarter 2017.

Companies that couldn’t or wouldn’t reveal their media billings by press time were estimated based on previous responses to surveys on the quarter in question and based on projects they were known to be involved with.

For the survey, the top 10 markets include: New York; Los Angeles; Chicago; Philadelphia; Dallas-Ft. Worth; San Francisco-Oakland-San Jose; Boston; Washington, D.C.; Atlanta; and Houston.

Markets 11-20 are: Detroit; Seattle-Tacoma; Phoenix; Tampa-St. Petersburg; Minneapolis-St. Paul; Miami-Fort Lauderdale; Denver; Cleveland; Orlando-Daytona Beach-Melbourne; and Sacramento-Stockton-Modesto.

Markets 21-30 are: St. Louis; Portland, Ore.; Pittsburgh; Raleigh-Number of Time Slots and Percentage of Total Time Slots Purchased in First-Quarter 2017Durham; Charlotte; Indianapolis; Baltimore; San Diego; Nashville; and Hartford-New Haven.Number of Time Slots and Percentage of Total Time Slots Purchased in First-Quarter 2017