Research 2Q Short-Form 2010 Media Billings
2Q Short-Form DRTV Media Billings Slip 4. 7 Percent
Despite an 8.7-percent increase in the number of campaigns, top- 40 spending declines 12. 9 percent.
Second-quarter 2010 short-form DRTV media results provided by Kantar Media showed a loss of just less than $49.5 million from 2Q 2009. Despite the 4.7-percent decline, total 2Q
spending still managed to remain — though just barely
— above the $1 billion mark for the fourth year in a row
at $1,004,564,800.
This loss is a little more than half of the $83 million
dip seen in 2Q 2009, and this year’s results mimic prior
findings of declining ad rates and increased frequency of
short-form campaigns aired due to bargain rates.
Indeed, the total number of unique short-form DRTV
campaigns jumped by more than 100 this quarter, and
both averages of money spent on a campaign based on
the total and those outside the top 40 have decreased —
by 12. 9 percent and 14.9 percent, respectively.
Crafts Claim Biggest Dollar Gain
Only five of the 17 categories claimed gains this
quarter when compared to the same period last year, two
fewer than 2Q 2009. Echoing categorical trends seen in
1Q 2010, “Crafts, Hobbies, Sporting Goods and Toys”
> >
Total Quarterly Short-Form
Media Billings
> >
Second-Quarter 2010 Short-Form DRTV
Media Distribution
Syndication:
$55,187,300
5.49%
$900 million
$800 million
$700 million
Spot TV:
$29,835,400
2.97%
Network TV:
$29,391,400
2.93%
Hispanic
Network TV:
$113,602,800
11.31%
$600 million
500 million
$400 million
300 million
0 $100 million 200 million 2Q 2005 Short-Form 2Q 2004 Short-Form
2Q 2006 Short-Form
2Q 2007 Short-Form
2Q 2008 Short-Form
2Q 2009 Short-Form
2Q 2010 Short-Form
$607,558,000
$862,859,100
$1,109,179,000
$1,137,456,200
$1,004,564,800
$1,054,021,200
$723,546,300
Cable TV:
$776,547,900
77.30%
Total: $1,004,564,800
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