Percentage-wise, the “Automotive and Travel” category
took the lead with a 1,273-percent gain of nearly $12.7 million. “Business” pulled itself out of the doldrums, and reported
a ten-fold increase — an extra $39.9 million spent. “Apparel”
got dressed up with a $12.7 million addition of 643 percent.
Even “Collectibles and Art” painted a brighter picture with an
additional $1.25 million leading to a 302-percent increase masterpiece.
Enter the Cable, Exit the Network
Cable TV continued its steamroll through 2007, tacking
on another huge increase — 74. 5 percent or $391.5 million
— in the fourth quarter, bringing its 2007 total to $3.27 billion
— nearly $1.15 billion higher than 2006. It also increased its
market share by 12 percentage points to 73. 4 from 4Q 2006.
Hispanic Network TV earned a very distant second, gaining
29. 4 percent from an additional $37.4 million in spending. Syndication claimed another 29. 7 percent from an additional $17.6
million, while spot TV gained just less than $9.5 million for a
19.8-percent rise.
Like the previous two quarters, only network TV reported a
drop. Network TV’s losses continued to snowball, this time with
a severe 63.4-percent slide of $59.3 million, as opposed to the
$2.8 million and $18.6 million losses of the second and third
quarters respectively.
1,289 Is a Winner
The total number of unique short-form DRTV campaigns
aired during 4Q 2007 rose by 95 ( 8 percent) for a new all-time
record of 1,289 — the highest in any reported quarter since 2004.
CONTINUED
> >
Fourth-Quarter 2007 Short-Form DRTV Categorical Distribution
Apparel: $14,629,800
0
Audio supplies and equipment: $123,251,900
Automotive and travel: $6,821,500
Business: $77,871,500
Collectibles and art: $1,667,300
Computers, software and home office: $150,120,300
Correspondence schools: $4,454,400
Crafts, hobbies, sporting goods and toys: $87,653,100
Drug and toiletry: $340,282,000
Food and beverage: $3,155,600
General: $98,158,700
Home and building: $16,397,600
Household, furniture and appliances: $182,296,500
Lawn, garden, seeds and bulbs: $12,056,700
Multiple category ad: $10,719,700
Publishers and book clubs: $26,949,300
Video supplies and equipment: $93,188,100
Total: $1,249,674,000
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