Response Magazine - April 2008

by 3. 9 points. The average cost of a half-hour block of time was the only bright side to this story, with a 4-percent decrease, falling to $662.96 from $690.68.

Since 2Q 2007, spending in the top 30 markets has declined. But during 4Q, the number remained astonishingly stable. Total spending in the top 30 markets decreased by a tiny 0.4 percent (or $584,400). In fact, due to the sharp decline in overall spending, top 30 spending this quarter represented 50. 9 percent of the total, up five points from 4Q 2006’s 45. 9 percent. The top 10 markets only lost 2 percent ($1.5 million). Markets 11-20 fell an even 10 percent, losing $4.9 million. Markets 21-30 recouped those losses and more with a 19.2-percent rebound of $5.83 million.

> > Fig. 2

Fourth-Quarter 2007 Long-Form
Billings in the Top 30 Markets

$ 80 million

$ 60 million

$ 40 million

$ 20 million

Iced Tea or the Iceberg?

Two of my three predictions for 4Q 2007 held fast — total
spending hovered around $300 million and the average price for

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Source: Response Magazine

Top 10 Markets M arkets 11-20 2 1-30

$43,658,600

$71,149,100

$36,294,000

Total: $151,101,700

> > Fig. 3

Fourth-Quarter 2007 Long-Form Categorical Distribution

Automotive: $1,381,000

0

Cosmetics, hair and personal care $67,861,300 Crafts, collectibles and hobbies: $3,148,500 Diet, weight loss, nutrition and food: $23,824,500 Electronics: $3,684,800 Entertainment, travel and psychic services: $5,180,900 Financial and business opportunities: $46,273,200 Fundraising: $1,032,700 Health and fitness: $54,047,300 Home and garden: $22,243,300 Housewares and appliances: $43,899,500 Music and video: $6,014,400 Personal development, self-help and education: $7,507,100 Sports and outdoor activities: $5,845,600 Other: $5,101,100 Total $297,045,200