1Q 2016 SHORT-FORM MEDIA BILLINGS
No New Tale to Tell for Short-Form DRTV
As the last vestiges of Kantar Media’s Hispanic measurement shift wreak havoc on the short-form media
market, there are some signs for hope.
ANALYSIS BY THOMAS HAIRE
Continuing a downward trend that’s been heavily facilitated by Kantar Media’s early 2015 method- ology change in its measurement of the Hispanic network TV sector, first-quarter 2016 media
billings dropped by $210.3 million (or 25. 3 percent) compared to results in the same quarter one year ago. The total of
$622,351,400 is likely to set a new baseline for 1Q short-form
numbers going forward.
As has become the norm during the past four quarters,
losses in the Hispanic network TV space make up the bulk of
the short-form market’s overall losses — nearly 54.7 percent
of the quarter’s dip comes via losses in Hispanic TV. An even
more shocking result: the “Drug and Toiletry” category’s slide
of more than $176 million accounted for 83.8 percent of the
quarter’s total loss.
Is Cable Pricing Sliding?
Hopefully for the final time, Kantar Media’s measurement
shifts behoove us to look more closely at the short-form market’s other four outlets — network TV, spot TV, cable TV, and
syndication — to get a grasp on how bad things really are.
Combined, those four outlets decreased 14. 2 percent ($95.4
million) from 1Q 2015, landing at just less than $575 million
— not an insignificant dip, mostly due to major losses in the
Cable TV dropped nearly $112 million (or 20. 6 percent)
in 1Q 2016. Was this due to a reset in cable pricing? Recent
information in Response’s long-form DRTV media billings
research shows cable pricing dropping precipitously in that
market. Is the short-form DRTV space following suit?
Only the syndication outlet increased in the first quarter,
jumping $17.2 million ( 40. 7 percent) and gaining 4. 4 points
of market share. Network (down $476,800) and spot TV (off
$98,600) each stayed relatively stable and, in turn, gained
small chunks of the 11. 9 points of market share that the Hispanic network TV space gave back.
Just four of the 17 measured categories claimed gains.
“Household, Furniture, and Appliances” gained $18.9 million
( 32. 6 percent), and “Crafts, Hobbies, Sporting Goods, and
Toys” jumped $5.5 million ( 10. 4 percent). The aforementioned losses in the “Drug and Toiletry” category dwarfed the
dips of the No. 2 (“Computers, Software, and Home Office,”
down $16.5 million) and No. 3 (“Apparel,” off $12.4 million)
Continued Campaign Uprising
The continuing upward trend in the number of short-form
DRTV campaigns aired — the 1Q total of 1,293 marked a
29.7-percent gain —remains a reason for hope throughout
Fig. 1 Fig. 2
Source: Response Magazine Source: Response Magazine
0 $200,000 $400,000 $600,000 $800,000 $1,000,000 $1,200,000 $1,400,000