Short-Form DRTV Media Billings Surpass
$1 Billion in Second Quarter
Top 40 campaigns exceed $700 million as cable TV market increases more than $222 million.
Short-form DRTV billings shifted into high gear as
billings continued to accelerate for the 10th consecutive quarter, pushing past the elusive $1 billion
quarterly barrier with a record of nearly $1.11 billion
during second-quarter 2007. The latest data from TNS Media
Intelligence (TNSMI) shows a 28.5-percent increase of
$246.3 million over the solid results of 2Q 2006.
273 — the Number of the Feast
Akin to 2Q 2006 and 1Q 2007, 12 of the 17 categories
showed gains over the previous period. The top two percent-
age leaders, “Collectibles and Art” and “Food and Beverage,”
had identical 273-percent gains, good for $1.83 million and
$1.33 million respectively. The “Drug and Toiletry” category
earned leading dollar-gain honors, with a $136.4 million
increase from a year ago, pushing its total to $371.4 million.
“Household, Furniture and Appliances” broke the $100
million mark, with a 43-percent jump of $35 million, settling
in at $116.7 million. “Home and Building” more than doubled its stakes, with an impressive push of $21.4 million.
The “Computers, Software and Home Office” category
continued to falter with a $32.5 million decline. Likewise, the
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Total Quarterly Short-Form Media Billings
> >
Second-Quarter 2007 Short-Form DRTV
Media Distribution
$1 billion
$900 million
$800 million
$700 million
$600 million
$400 million
Syndication:
$52,514,200
4.7%
Spot TV:
$43,442,800
3.9%
Hispanic
Network TV:
$153,749,600
13.9%
$ 500 million
Network TV:
$46,558,800
4.2%
$ 300 million
0
2Q 2007 2Q 2006 2Q 2005 2Q 2004
Short-Form Shor t-Form S ho rt-Form Sho rt-Form
$ 200 million
$100 million
$723,546,300
$1,109,179,000
$862,859,100
$607,558,000
Cable TV:
$812,913,600
73.3%
Total: $1,109,179,000
