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.
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.
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.
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.