aired increased by 115 ( 8. 7 percent) to 1,329. The
average cost of a campaign based on the total fell by
$112,341 ( 12. 9 percent), and the average cost of a campaign outside of the top 40 decreased by a significant
$61,436 ( 14. 9 percent).
The top 40 campaigns accounted for 55 percent of
total spending ($552 million), almost identical to the
54 percent recorded in 2Q 2009. The top 10 campaigns
totaled $321.7 million, good for 32 percent of the total
— a positive throwback to 2Q 2008 results (2Q 2009
top- 10 spending snagged just 27 percent of the total).
The top 40 included 16 new campaigns compared to 2Q
2009, including DRMA Marketer of the Year Your Baby
Can Read at No. 30 and Marketer of the Year finalist
Shake Weight at No. 27. “Onetouch Ultramini” had the
highest debut at No. 9. “Nutrisystem Nourishment” was
bumped out of its No. 1 spot by 1-800-Contacts, whose
second-quarter spending came in at $67.9 million. ■
> >
Second-Quarter 2010 Short-Form DRTV: Dollars Spent by Media Type
Reported Time Period: Apr. 1-Jun. 30, 2010
Category
Apparel
Audio supplies and equipment
Automotive and travel
Business
Collectibles and art
Computers, software and home office
Correspondence schools
Crafts, hobbies, sporting goods and toys
Drug and toiletry
Food and beverage
General
Home and building
Household, furniture and appliances
Lawn, garden, seeds and bulbs
Multiple category ad
Publishers and book clubs
Video supplies and equipment
Grand Total
Total
Dollars
$21,209,100
$18,654,900
$8,379,500
$57,272,000
$793,100
$48,838,100
$3,682,300
$80,233,400
$422,445,500
$12,880,900
$106,647,100
$15,829,700
$117,513,100
$22,460,000
$806,000
$23,118,200
$43,801,900
$1,004,564,800
Network TV
Dollars
$18,000
$42,400
$208,700
$2,880,100
$13,200
$87,800
$0
$852,400
$20,594,600
$53,000
$1,401,200
$108,800
$2,310,900
$134,600
$15,000
$30,000
$640,700
$29,391,400
Hispanic
Spot TV Network TV Cable TV
Dollars Dollars Dollars
$1,128,400 $8,362,400 $11,657,300
$409,000 $1,848,100 $15,785,400
$251,100 $0 $7,893,300
$3,076,200 $8,065,900 $38,145,600
$36,900 $0 $642,200
$459,600 $1,072,700 $46,295,700
$217,000 $0 $2,913,500
$987,000 $96,400 $76,570,800
$13,346,400 $39,788,000 $314,437,400
$145,300 $8,360,700 $4,321,900
$3,568,900 $11,542,600 $84,942,200
$1,055,100 $150,600 $14,165,000
$2,366,200 $6,835,200 $102,849,200
$329,900 $400,200 $20,400,400
$108,700 $163,900 $464,000
$1,282,700 $6,670,800 $13,687,800
$1,067,000 $20,245,300 $21,376,400
$29,835,400 $113,602,800 $776,547,900
Syndication
Dollars
$43,000
$570,000
$26,400
$5,104,200
$100,800
$922,300
$551,800
$1,726,800
$34,279,100
$0
$5,192,200
$350,200
$3,151,800
$1,194,900
$54,400
$1,446,900
$472,500
$55,187,300
> >
Total Short-Form
DRTV Campaigns
> >
Average Money Spent on a
Campaign Based on Total
> >
0 500 1,000 1,500
2Q 2005
Short-Form
2Q 2006
Short-Form
1,240 1,161
1,190 2Q 2007
Short-Form
1,115 2Q 2008 Short-Form 1,214 2Q 2009 Short-Form 1,329 2Q 2010 Short-Form
0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 $700,000 $800,000 $900,000 $1,000,000 $1,020,140.09
$868,221.75
$755,880.21 $743,203.36 $932,083.19 $583,505.08 2Q2005 Short-Form 2Q2006 Short-Form 2Q2007 Short-Form 2Q2008 Short-Form 2Q2009 Short-Form 2Q2010 Short-Form
0 $100,000 $200,000 $300,000 $400,000 $500,000
$264,051.78 2Q 2006 Short-Form $335,029.16 2Q 2007 Short-Form $432,923.75 2Q 2008 Short-Form$412,482.11 2Q 2009 Short-Form $351,045.54 2Q 2010 Short-Form
Average Money Spent
on a Campaign Outside the Top 40
Kantar Media is the leading provider of strategic media and marketing information. Utilizing highly innovative tracking technolo-
gies, the company collects expenditure, occurrence and creative intelligence on millions of brands across 20 media. These
figures are based on Kantar Media’s multimedia ad expenditure database across the following measured media: Network TV,
Spot TV, Cable TV, Syndication and Hispanic Network TV. Figures do not contain public service announcement (PSA) data. For
information about Kantar Media, call (212) 991-6000 or visit www.kantarmediana.com.
