in 1Q 2008, with only a tiny $46,100 increase of
0.024 percent. Top- 30 spending this quarter represented 59. 3 percent of the total, down nearly
three points from 1Q 2007. The top 10 markets
gained 1. 5 percent or $1.3 million. Markets 11-
20 suffered a 13.7-percent loss, dropping $9.2
million. Markets 21-30 brought the total into the
black with a $7.88 million gain.
Expecting a Recession?
This year I will hold off on all predictions,
especially in light of a strong first quarter in the
midst of economic uncertainty. Rising unem-
ployment, foreclosures, fuel costs, a weakened
dollar and so on would usually translate to a
weak consumer sector, but a record first quarter
for Wal-Mart and an expanding DR market
signals that the American consumer is alive and
I believe the diminishing levels of expendable
income have already damaged big ticket and
luxury goods purchases for the immediate future,
making price point the focus for marketers for
the rest of 2008. Consumers still want to spend,
but they are looking for deals and knick-knacks
that won’t break the bank.
> > Fig. 4
First-Quarter 2008 Long-Form
> > Fig. 5
Number of Time Slots and Percentage of Total
Time Slots Purchased in First-Quarter 2008
Total number of time slots purchased: 467,883
> > Fig. 6
Average Cost of a Half-
Hour Block of Time
Purchased in First-
Long-Form Media Indices are conducted
quarterly by the staff of Response. It
represents in-house, non-brokered
media billings for all agencies and
marketers known to have purchased
long-form ( 30 minutes) media during
Companies that couldn’t or wouldn’t
reveal their media billings by press
time were estimated based on previous
responses to surveys on the quarter in
question and based on projects they
were known to be involved with.
For the survey, the top 10 markets include: New York; Los Angeles; Chicago;
Philadelphia; San Francisco-Oakland-San Jose; Boston; Washington, D.C.;
Dallas-Ft. Worth; Detroit and Atlanta.
The next 10 markets are: Houston;
Seattle-Tacoma; Cleveland; Minneapo-lis-Sarasota; Miami-Ft. Lauderdale;
Pittsburgh; Denver; Phoenix and St.
The numbers 21 through 30 markets
Baltimore; Indianapolis; Portland;
Hartford-New Haven; San Diego; Charlotte; Milwaukee and Cincinnati.