Dismal Declines for All Distribution Outlets
In a disappointing turn for 2010, all five media distribution outlets posted big losses in the third quarter, with
network TV claiming both the top dollar and percentage
declines. Network TV suffered a loss of $32 million, a
55.9-percent drop from 3Q 2009. Cable TV was close
behind in dollar losses, with a decline of $31.5 million ( 4
percent), followed by Hispanic network TV with a $19.1
million drop ( 13. 9 percent). Spot TV suffered a loss of
$17 million (a 34-percent decline), and syndication also
took a hit of $8 million, dropping 14.3-percent when
compared to 3Q 2009.
Market Confidence on the Rebound?
The number of total short-form DRTV campaigns
aired increased by 61, a 4.8-percent jump from a year
ago. This continues the trend of 2009 when the number
of TV campaigns aired rebounded to near 3Q 2007
results, and could signify that confidence in the market
is continuing to return. Lower media rates continued
to help the average cost of a campaign based on the
total decline, with 3Q 2010 average costs declining by
$129,486, a 14.3-percent drop. The average cost of a
campaign outside the top 40 also declined 15. 9 percent,
or $65,799.
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Third-Quarter 2010 Short-Form DRTV Categorical Distribution
Apparel: $25,483,700 Audio supplies and equipment: $22,884,900 Automotive and travel: $4,095,400 Business: $69,924,600 Collectibles and art: $486,000 Computers, software and home of;ce: $34,501,100 Correspondence schools: $6,294,000 Crafts, hobbies, sporting goods and toys: $75,095,600 Drug and toiletry: $372,836,500 Food and beverage: $8,448,000 General: $132,431,600 Home and building: $14,439,300 Household, furniture and appliances: $133,754,600 Lawn, garden, seeds and bulbs: $2,288,700 Multiple category ad: $577,200 Publishers and book clubs: $33,770,200 Video supplies and equipment: $37,492,900 Total: $974,804,300
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