showed the highest dollar gain with a $21.1 million
increase ( 26. 2 percent), pushing its total to $80 million,
while “Food and Beverage” earned the top percentage-
gain honors, boasting a 41.3-percent increase of $5.3
million, when compared to 2Q 2009. Other categories
that saw jumps in spending included “Correspondence
Schools,” “Drug and Toiletry” and “Home and Building.”
“Audio Supplies and Equipment” fell 44.7 percent
— a $15.1 million loss, earning biggest dollar-loser sta-
tus. Similar to 2Q 2009, the “Multiple Category Ad”
category again repeated as top percentage loser, with a
70.4-percent drag (nearly $2 million). Other big percent-
age losers included “Collectibles and Art” and “Automo-
tive and Travel,” which dipped 62.9 percent and 57.3
percent, respectively.
Cable TV was the sole outlet of media distribution to
post any gains in the second quarter, with an increase of
$65.6 million ( 8. 4 percent). This is in sharp contrast to
2Q 2009 results, when cable TV suffered its fifth straight
quarter of losses. Network TV, which saw a significant
52.4-percent gain in 2Q 2009, saw a steep decline of
nearly $27 million, a 47.7-percent loss, the greatest percentage dip of all five outlets.
Hispanic network TV suffered the greatest dollar
decline — $41.1 million — a 26.6-percent drop when
compared to the same period in 2009.
1-800 Contacts Gets a Look at No. 1
The total number of short-form DRTV campaigns
Continued >
> >
Second-Quarter 2010 Short-Form DRTV Categorical Distribution
team in the business.
Fully integrated solutions including
Long Form TV, Short Form TV, Digital
641-472-3800 (Midwest Corporate Office)
310-248-3972 (Western Regional Office – L. A.)
solutions@hawthornedirect.com
www.hawthornedirect.com
