Third-quarter 2014 short-form DRTV media billings results from Kantar Media showed a 4-percent increase from the previous year's troubled 3Q results, totaling $866,813,700. While it marks the third quarterly increase this year, the results remain far off of annual third-quarter spending during the past seven years. However, after market struggles (and Kantar's own measurement changes) left short-form DRTV off by more than 20 percent in 2013, the 2014 rebound through the third quarter shows an 8.6-percent boost over the first nine months of 2013. Much of 3Q 2014's success can be attributed to a return to form for the cable TV outlet as well as increased spending on those products that failed to make the top 40 for the quarter. Could marketers be putting more skin in the game with mid-level hit products - a sign of growing marketer and consumer confidence?
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