Response Magazine - February 2011

spot, spending nearly $37.2 million in the third quarter. The iRenew Bracelet ranked highest among the newcomers at No. 10, followed by Razor & Tie at No. 14 and Fushigi at No. 15.

Though the rise in the number of campaigns aired is cause for celebration, as is the turnover in the top- 40 rankings — more new and different entrants into the marketplace is usually a good sign of a thaw — the losses shown by all five media distribution outlets remain a disturbing trend.

Certainly, depressed prices are a concern for media sellers, especially in an era when online and mobile spending is all the rage according to industry watchdogs. But as the economy rebounds and traditional branders return to the market, prices should also rebound. Should the number of new campaigns from hopeful marketers with new and better products remain on its upward trend at that time, a recovery for the short-form DRTV marketplace is likely to follow rapidly. ■

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Third-Quarter 2010 Short-Form DRTV: Dollars Spent by Media Type

Reported Time Period: July 1-Sept. 30, 2010

Category
Apparel
Audio supplies and equpiment
Automotive and travel
Business
Collectibles and art
Computers, software and home office
Correspondence schools
Crafts, hobbies, sporting goods and toys
Drugs 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 equpiment
Grand Total
Network TV
Dollars

$0 $50,600

$0 $2,074,400

$60,000

$0 $0

$1,154,200 $15,424,200

$0 $1,392,700

$480,400 $3,664,300

$0 $30,000 $108,600 $769,500

$25,208,900

Hispanic
Spot TV Network TV Cable TV

Dollars Dollars Dollars $706,000 $10,859,200 $13,853,100 $593,500 $5,254,200 $16,373,500 $213,000 $0 $3,805,200

$3,372,900 $7,851,600 $52,548,700

$4,100 $0 $384,100 $668,400 $667,700 $32,500,300 $204,100 $6,900 $5,468,200

$1,353,200 $61,500 $71,652,100

$15,554,500 $40,935,300 $273,814,800 $218,300 $6,739,800 $1,489,900

$3,548,300 $12,434,900 $107,952,600 $625,600 $0 $13,194,900

$2,709,500 $6,114,900 $116,886,700 $212,200 $0 $1,293,100 $180,500 $6,800 $228,900

$2,210,600 $12,375,400 $17,256,500 $865,000 $15,115,600 $20,419,000

$33,239,700 $118,423,800 $749,121,600

Syndication Dollars

$65,400 $613,100

$77,200 $4,077,000

$37,800 $664,700 $614,800

$874,600 $27,107,700

$0 $7,103,100

$138,400 $4,379,200

$783,400

$131,000 $1,819,100

$323,800

$48,810,300

Total
Dollars
$25,483,700
$22,884,900
$4,095,400
$69,924,600
$486,000

$34,501,100 $6,294,000 $75,095,600

$372,836,500 $8,448,000

$132,431,600 $14,439,300

$133,754,600

$2,288,700 $577,200

$33,770,200 $37,492,900 $974,804,300

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Total Short-Form
DRTV Campaigns
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Average Money Spent on a
Campaign Based on Total
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0 500 1,000 1,500 2,000

3Q 2006

Short-Form 1,094 1,212 3Q 2007 Short-Form 1,098 3Q 2008 Short-Form 1,198 3Q 2009 Short-Form 1,259 3Q 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 $1,007,311.21 $903,754.92 $774,268.70;;; $743,056.95 $981,014.60 3Q2006 Short-Form 3Q2007 Short-Form 3Q2008 Short-Form 3Q2009 Short-Form 3Q2010 Short-Form
0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 $700,000$800million $265,531.88 3Q2006 Short-Form $377,181.83 3Q2007 Short-Form $439,303.02 3Q2008 Short-Form $415,101.81 3Q2009 Short-Form $349,303.04 3Q2010 Short-Form
Average Money Spent
on a Campaign Out-
side the Top 40

Kantar Media is the leading provider of strategic media and marketing information. Utilizing highly innovative tracking technologies, 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.