Direct Response Gains Lead Sluggish Ad Industry: TNS
Direct response advertising led the top 10 advertising categories in terms of percentage gain between 2006 and 2007, according to a new study.
DR generated nearly $7.45 billion in expenditures during 2007, a 17% over the $6.36 billion the category racked up in 2006. The only other category to post double-digit gains was personal care products, ad spending for which jumped 10.1%, to $5.61 billion.
The jump moved direct response into the sixth-highest position measured, edging out domestic automotive expenditures, which fell 7.1% to $7.05 billion.
The five categories that are larger than direct response include: financial services ($9.12 billion); telecom ($9.05 billion); local services and amusements ($8.12 billion); and miscellaneous retail ($8.07 billion).
Internet display advertising, while not a top ten category, recorded 15.9% growth, ending the year at $11.31 billion in expenditures.
In total, the advertising market (which includes television, radio, periodicals, and all other channels) generated $148.99 billion, a 0.2% uptick over 2006
