Response Magazine

the worst dollar-on-dollar loss — $23.1 million ( 13. 5 percent), a contrast to results from the same quarter a year prior when it claimed top dollar-gainer honors. The “Multiple Category Ad” saw the greatest percentage loss in 4Q 2010, dropping 86.1 percent ($3,237,700).

Cable Claims the Upper Hand

Only one of the five outlets of media distribution posted gains in the fourth quarter. Cable TV continued to expand its dominance in the market as the sole outlet to see an increase, albeit a slight one of just 1. 5 percent (about $12 million). Spot TV suffered the worst dollar and percentage losses of $13.1 million and 28. 2 percent. Though Network TV also dropped 2. 5 percent ($662,200), the outlet increased its percentage of media distribution in the market by 0.4 percentage points.

The total number of short-form DRTV campaigns aired in 4Q 2010 dropped by 182, a 12.6-percent decrease when compared to 4Q 2009. However, the average money spent on a campaign — both within and outside the top 40 — jumped to encouragingly high numbers. The average amount spent on a campaign based on the total increased 10. 9 percent ($87,974.10) to $810,764.51, the third highest recorded since 2005. The average money spent on a campaign outside the top 40 took top honors, jumping 18 percent to $419,382.40, the highest total on record since 2005.

Bouncing Back to Billion Dollar Mark

The top 40 campaigns accounted for 50 percent
($513 million) of 4Q 2010 totals, with the top 10 cam-

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Fourth-Quarter 2010 Short-Form DRTV Categorical Distribution

Apparel: $27,737,600 Audio supplies and equipment: $25,958,400 Automotive and travel: $2,838,200 Business: $58,566,700 Collectibles and art: $1,432,500 Computers, software and home of;ce: $66,888,600 Correspondence schools: $995,700 Crafts, hobbies, sporting goods and toys: $89,377,000 Drug and toiletry: $354,793,300 Food and beverage: $7,545,400 General: $149,415,100 Home and building: $15,913,700 Household, furniture and appliances: $148,034,100 Lawn, garden, seeds and bulbs $833,600 Multiple category ad: $523,400 Publishers and book clubs: $25,577,600 Video suppliers and equipment: $51,618,500 Total: $1,028,049,400