Research 4Q Short-Form 2007 Media Billings
4Q Short-Form DRTV Media Billings Surge 46. 5 Percent
Record number of campaigns reported as every category records increases for the first time.
The short-form DRTV numbers for fourth-quarter
2007 from TNS Media Intelligence (TNSMI)
contain quite a few pleasant surprises for industry
watchers. Total short-form DRTV media billings
increased for the 12th consecutive quarter as buyers spent
more than $1.2 billion — $1,249,674,000 to be exact.
This is a 46.5-percent surge of nearly $400 million over
4Q 2006 results, setting a new all-time spending high. Total
spending for the year capped at $4,478,474,800 — a stunning 37-percent increase over 2006 results. In fact, cable
TV’s short-form DRTV billings in 2007 alone — $3.27
billion — equaled the total short-form DRTV market of a
Total Quarterly Short-
Form Media Billings
$ 500 million
$ 300 million
4Q 2007 4Q 2006 4Q2005 2005 4Q2004 2004
Short-Form Shor t-Form S ho rt-Form Sho rt-Form
$ 200 million
Set the Record Straight
The 4Q 2007 short-form results represent the first time
in Response’s media billings research history that all categories reported increases over the previous year’s quarter. This
may be the strongest testament yet to the increasing popularity and importance of the DRTV medium as the logical
advertising alternative in light of all recession variables.
This “royal flush” of increases was led by the “
Household, Furniture and Appliances” category, which led dollar-gainers with a $95.9 million raise — a 111-percent catapult.
It was followed closely by the “Drug and Toiletry” category’s
$90.2 million advance ( 36 percent). The “General” category earned an additional $48.9 million when compared to
Fourth-Quarter 2007 Short-Form DRTV
$34,290,600 Spot TV: