Research 4Q Long-Form 2008 Media Billings
counted for 50.9-percent of total spending, but in 4Q 2008, top- 30 spending
represented 62.6 percent—an 11.7-point gain. Oddly, the top 10 markets
fell $4.3 million — a 6-percent decrease. But markets 11-20 ($13.6 million
growth of 31. 2 percent) and markets 21-30 ($10.2 million or 28 percent
growth) more than made up for it.
In this topsy-turvy economy, the strength of DRTV has managed to
hold firm thus far. No doubt, the economic atmosphere of the entire
country will likely change in the coming years, yet one thing has proven
golden: a good product and a well-run campaign are recession-proof.
These are the times that will test the mettle of all marketers. In times
of plenty, everyone looks good, but in times of hardship, only the smart
> > Fig. 4
Fourth-Quarter 2008 Long-Form
> > Fig. 6
Average Cost of a Half-
Hour Block of Time
Purchased in Fourth-
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 fourth-quarter 2008.
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.
Markets 11-20 are: Houston; Seattle-Tacoma;
Cleveland; Minneapolis-Sarasota; Miami-Ft. Lau-
derdale; Pittsburgh; Denver; Phoenix and St. Louis.
Markets 21-30 are: Sacramento-Stockton-Modesto; Orlando-Daytona Beach-Melbourne;
Baltimore; Indianapolis; Portland; Hartford-New
Haven; San Diego; Charlotte; Milwaukee and
> > Fig. 5
Number of Time Slots and Percentage of Total
Time Slots Purchased in Fourth-Quarter 2008
MAY 19-21, 2009
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