was 429,184, falling 4. 2 percent from 4Q 2007. National
cable’s market share declined by 0.3 points to 23. 2 percent
as 5,504 fewer time slots were purchased. Broadcast lost 2. 2
percentage points of, dropping 22,524 slots. Satellite made up
the deficit with a 2.5-point increase in market share, thanks to
a 30.4-percent gain in timeslots, recouping almost half of the
19,875 slots it lost in 4Q 2007.
The average cost of a half-hour block of time continued to
fall in 4Q 2008, with a 4.2-percent decrease to $635.14. This
was almost identical to 4Q 2007’s 4-percent drop of $27.72.
Mimicking third-quarter 2008, spending in the top 30
markets also rebounded in the fourth quarter. Overall spending
in the top 30 markets grew by $19.5 million, up 12. 9 percent
(these markets lost about a half-million dollars in 4Q 2007).
During the previous fourth quarter, the top 30 markets ac-
CONTINUED
>
> > Fig. 2
Fourth-Quarter 2008 Long-Form
Billings in the Top 30 Markets
80 million
Source:
Response
Magazine
0
Top 10
60 million
40 million
20 million
$66,865,700
Markets M arkets
11-20 2 1-30
$57,286,900
$46,459,100
Total: $170,611,700
> > Fig. 3
Fourth-Quarter 2008 Long-Form Categorical Distribution
$20 million
Automotive: $900,000
0
Cosmetics, hair and personal care: $52,991,300
Crafts, collectibles and hobbies: $17,669,600
Diet, weight loss, nutrition and food: $18,903,600
Electronics: $6,968,700
Entertainment, travel and psychic services: $1,898,800
Housewares and appliances: $35,681,700 Health and fitness: $52,154,900
Home and garden: $15,199,300
Financial and business opportunities: $24,307,300
Fundraising: $2,317,800
Music and video: $4,720,800
Personal development, self-help and education: $7,481,700
Sports and outdoor activities: $2,317,800
Other: $29,179,000
Total: $272,591,000
$40 million
$60 million
$80 million
Source:
Response
Magazine
team in the business.
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