Short-Form DRTV Billings Continue Hot Streak

Media Billings
Total Quarterly Short-Form Media Billings

Third-quarter 2017 short-form DRTV media billings totaled $704,259,100 — a 6.6-percent increase compared to the same quarter one year prior, and the first time 3Q results have topped $700 million since 2014. This is the fifth consecutive positive quarter for short-form DRTV, according to Kantar Media’s research — overall, the short-form space is up by more than $370 million through the year’s first nine months when compared to 2016 figures. 

This quarter’s rise was powered by the “Drug and Toiletry” category’s $50.8 million rise — as well as jumps of $11 million or more in three other categories. Meanwhile, not only did the cable outlet see a $36 million increase, but Hispanic network TV (up $11.5 million) and syndication (up $8.3 million) also added to third-quarter’s success.

Third-Quarter 2017 Short-Form DRTV Distribution

Cable, ‘Drug and Toiletry’ Key Overall Gains

Cable TV’s 7.4-percent rise enabled it to add a half-point of market share to reach 74.7 percent of total dollars spent in 3Q 2017 in short-form DRTV. Hispanic network TV leapt 34.9 percent, gaining 1.3 points of market share, while syndication’s 16.7-percent rise earned it 0.7 points of share. Network TV (down $5.2 million) lost one point of share, while spot TV (off $6.8 million), dropped 1.5 points.

Products that weren’t among the 3Q 2016 leaders — Finishing Touch Flawless and Proactiv MD — helped push the “Drug and Toiletry” category to total spending of more than $342 million — a 7.4-percent increase.  “Home and building” rose $18.3 million (57.3 percent), while “Computers, Software, and Home Office” added $15.4 million (83.8 percent) to its 3Q 2016 total. And mirroring its second-quarter success, the “Apparel” category again more than doubled its spend, adding $11 million compared to its total one year ago.

Third-Quarter 2017 Short-Form DRTV Categorical Distribution

While 10 of 17 categories actually slipped, five of those lost less than $1 million each. “Household, Furniture, and Appliances” suffered the worst — losing $36.2 million (24 percent), while “Crafts, Hobbies, Sporting Goods, and Toys” doubled down on its recent struggles, dropping $8.2 million (16.6 percent).

New Campaigns Make a Splash

Continuing another trend, the number of short-form DRTV campaigns aired dropped 11.3 percent to 881. With spending up, this meant per-campaign spending jumped, based both on the total and outside the top 40: per-campaign spending hit $779,386, a 17.2-percent increase, while spending per campaign outside the top 40 — $313,951 — rose 20.6 percent. 

Top 40 Brands in Third-Quarter 2017 Short-Form DRTV

Sixteen of the campaigns that appeared on 3Q 2016’s top 40 returned in third-quarter 2017. Nutrisystem and My Pillow shifted spots atop the chart, but six of the top 10 campaigns were newcomers, led by No. 5 Finishing Touch Flawless ($23.9 million). Overall, top-40 spending was up $27.8 million (6.8 percent), keeping its share of total spending — 62.5 percent — even with third-quarter 2016 results.

Third-Quarter 2017 Short-Form DRTV: Dollars Spent by Media TypeKantar Media 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 Kantar Media’s 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. 
Total Short-Form DRTV CampaignsFor information about Kantar Media, call (212) 991-6000 or visit
Average Money Spent on a Campaign Based on Total
verage Money Spent on a Campaign Outside the Top 40