3Q 2010 Short-Form Media Billings Drop 10 Percent
All five media distributions post big losses, while top 40 spending declines about $53 million.
Marking a ninth-consecutive quarter of decline, third-quarter 2010 short-form DRTV media billings fell $107.9 mil- lion — a 10-percent drop when measured
against 3Q 2009 results. Data from Kantar Media shows
short-form DRTV media spending again falling short of
the $1 billion mark, reaching $974,804,300.
Drug and Toiletry Cleans Up
Only six of the 17 measured vertical categories
reported gains in 3Q 2010. The “Drug and Toiletry”
category was the leading dollar gainer, with a significant
jump of nearly $5.5 million ( 1. 5 percent) when com-
pared to 3Q 2009. The top percentage gainers during 3Q
2010 were “Correspondence Schools” and “Publishers
and Book Clubs,” which notched 26. 3 percent (about
$1.7 million) and 13 percent (nearly $4.4 million), re-
spectively.
> >
Total Quarterly Short-Form
Media Billings
> >
Third-Quarter 2010 Short-Form
DRTV Media Distribution
$1 billion
$900 million
$800 million
$700 million
$600 million
500 million
$400 million
300 million
0
$100 million
$ 200 million 3Q 2006 Short-Form 3Q 2007 Short-Form 3Q 2008 Short-Form 3Q 2009 Short-Form 3Q 2010 Short-Form 3Q 2005 Short-Form
$812,904,300
$1,188,989,700
$1,106,027,700
$1,082,698,400
$705,825,100
$974,804,300
Syndication:
$48,810,300
5%
Network TV:
$25,208,900
3%
Hispanic
Network TV:
$118,423,800
12%
Spot TV:
$33,239,700
3%
Total: $974,804,300
Cable TV:
$749,121,600
77%
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