paigns equaling just more than $250 million. Both totals
fall short of totals from the fourth-quarter of the year
prior, which saw an $18.5 million rise in top- 10 spending.
The top 40 included 22 new campaigns compared to
4Q 2009. 1-800-Contacts, which has held the No. 1 spot
for three consecutive quarters this year, again claimed the
top spot (held by Proactiv Solution in 4Q 2009), spending $46,439,200. The iRenew Bracelet brand claimed
the highest ranking among 4Q 2010 newcomers at No. 8
with $17,273,900 in spending.
Though the short-form market continues to struggle
with slight declines, the fact that annual total remained
above the $4 billion mark is a hopeful sign that, even in
down years, short-form DRTV media remains ever popular. Though the number of campaigns aired dropped, the
increase in campaign spending is a sign of returning confidence in the market, a key trend to watch for in 2011. ■
> >
Fourth-Quarter 2010 Short-Form DRTV: Dollars Spent by Media Type
Reported Time Period: Oct. 1-Dec. 31, 2010
1,258 4Q 2004 Short-Form
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
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 equpiment
Grand Total
Network TV
Dollars
Spot TV
Dollars
$608,100
$814,500
$1,097,800
$3,878,000
$67,100
$1,460,200
$61,700
$1,316,600
$13,249,900
$163,000
$3,748,700
$456,200
$2,948,400
$90,900
$90,400
$2,006,600
$1,230,000
$33,288,100
Hispanic
Network TV
Dollars
$8,498,700
$9,959,500
$0
$11,291,900
$0
$1,329,500
$0
$198,100
$45,935,700
$3,898,100
$14,283,800
$0
$6,741,300
$0
$4,200
$6,819,900
$21,450,800
$130,411,500
Cable TV
Dollars
$18,035,800
$14,640,800
$1,705,200
$37,776,300
$1,112,500
$56,242,000
$594,400
$85,020,000
$249,688,500
$3,223,600
$125,239,600
$14,760,300
$131,433,800
$646,500
$374,800
$15,757,700
$27,506,100
$783,757,900
Syndication
Dollars
$411,200
$482,000
$35,200
$3,703,900
$252,900
$1,462,100
$312,600
$1,951,800
$33,341,500
$0
$4,953,700
$161,200
$5,659,200
$96,200
$54,000
$952,400
$684,900
$54,514,800
Total
Dollars
$27,737,600
$25,958,400
$2,838,200
$58,566,700
$1,432,500
$66,888,600
$995,700
$89,377,000
$354,793,300
$7,545,400
$149,415,100
$15,913,700
$148,034,100
$833,600
$523,400
$25,577,600
$51,618,500
$1,028,049,400
> >
Total Short-Form
DRTV Campaigns
> >
Average Money Spent on a
Campaign Based on Total 4Q2005 Short-Form 4Q2004 Short-Form$585,764.71 $650,084.69
> >
0 500 1,000 1,500 2,000 1,194 Q 2006 Short-Form 1,289 4Q 2007 Short-Form 1,328 4Q 2008 Short-Form 1,450 4Q 2009 Short-Form 1,268 4Q 2010 Short-Form
0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 $700,000 $800,000 $900,000 $1million
4Q2006 Short-Form $714,402.60 4Q2007 Short-Form $969,491.08 4Q2008 Short-Form $832,919.58 4Q2009 Short-Form $722,790.41 4Q2010 Short-Form $810,764.51
0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 $700,000$800million
4Q 2005 Short-Form
$217,075.53
$248,695.52
4Q 2006 Short-Form $253,303.12 4Q 2007 Short-Form $395,330.90 4Q 2008 Short-Form $405,323.45 4Q 2009 Short-Form $343,854.18 4Q 2010 Short-Form $419,382.49
4Q 2004
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.
In sertfor 1 Q 2 0 0 4 S h ort-for m D R T V m e dia billin g s: $In sertfor 1 Q 2 0 0 3 S h ort-for m D R T V m e dia billin g s:
Insertfor1Q 2002Short-form DRTV m edia billings:
