Research 4Q Long-Form 2008 Media Billings
Long-Form Media Billings Drop $24.5 Million In 4Q 2008
Total 2008 long-form billings decline $36.8 million.
Continuing a rollback that started in third-quarter 2008, long-form DRTV media
billings declined $24.5 million in the
fourth-quarter — an 8.2-percent drop to
$272,591,000. This marks the second consecutive
fourth quarter that media billings have declined.
Total 2008 long-form media spending was
$1,173,083,200 — down 3 percent (nearly $36.8
million) from 2007’s total. However, this loss is
much less drastic than 2007’s 5-percent decline.
The $62.7 million loss in 2007 compared to 2006
results dwarves 2008’s decline by $26 million ( 41. 4
percent). The first two quarters of 2008 did provide
modest gains, but it would be troubling if the trend
of the past six months spills into 2009. First-quarter
2009 figures will provide an interesting answer to
questions surrounding the overall health of long-form media buying.
> > Fig. 1
Total Quarterly Long-Form Media Billings
300 million
250 million
200 million
150 million
Source:
Response
Magazine
4Q 2002 4Q 2001
$223,833,300
$215,080,00
$$272,591,000
$297,045,200
$327,048,700
$309,270,100
$243,021,700
$232,552,406
0
4Q 2008 4Q 20 07 4Q 2006 4Q 2005 4Q 2004 4Q 2 003
100 million
50 million
Crafts and Other Diversions
Only four categories reported gains in 4Q 2008. The
“Other” category led the way as top-dollar and top-per-centage gainer, with a $24 million boost representing a
healthy 472-percent jump. The “Crafts, Collectibles and
Hobbies” category also had an impressive showing with a
461-percent rise ($14.5 million). “Fundraising” reversed its
fourth-quarter 2007 slide of $1.6 million with a $1.3 million
gain. Finally, “Electronics” re-energized its spending with an
89-percent jolt of $3.3 million.
The quarter’s biggest dollar-on-dollar loser for the second
consecutive fourth quarter, the “Financial and Business Opportunities” category, matched its previous fourth-quarter
loss with a demise of $22 million ( 47. 5 percent). “
Cosmetics, Hair and Personal Care” suffered the second-worst
dollar drop, falling $14.9 million. The “Entertainment,
Travel and Psychic Services” category gained the dubious
distinction of worst percentage loss, dropping 63.3 percent
($3.3 million). A close second went to the “Sports and Outdoor Activities” category, with a 60.3-percent slide of $3.5
million. Other notable declines included the “Housewares
and Appliances” and “Home and Garden” categories, which
suffered $8.2 million and $7 million drops respectively.
Satellite Resumes Contact
Mimicking third-quarter 2008, losses were divided
between the national cable and broadcast outlets. National
cable posted a 3.2-percent drop of $4.5 million, while
broadcast again took the brunt of the hit with a 15-per-
cent fall of $20.6 million. Meanwhile, satellite managed to
advance $640,000 — a 3.3-percent gain.
The total number of timeslots purchased for 4Q 2008
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