Long-Form Media Billings Stay Flat in 3Q 2012
Spending in the top 30 markets jumps by nearly one-third, while the average cost of a
half-hour block rises 4. 4 percent.
Long-form media billings research from Response in third-quarter 2012 shows a steady market compared to the year prior. Total billings rose 0.2 percent (or $627,700) to $236,121,100.
Though this slight rebound from third-quarter 2011
> > Fig. 1 Total Quarterly Long-Form Media Billings
$300million
250 million
(which was the lowest third-quarter total in seven years at
the time) isn’t robust after powerful performances in the
year’s first half, coming out even isn’t bad considering a
marketplace flooded with spending during the London Olympic Games and the election season.
The total number of time
slots purchased dropped by
23,060, while the average cost
of a half-hour block increased
4. 4 percent, staying fairly well
in line with pricing during 2Q
2012.
60 million
$ 80 million
$50million $100million $150million 3Q 2002 3Q 2003 3Q 2004 3Q 2005 3Q 2006 3Q 2007 3Q 2008 3Q 2009 3Q 2010 3Q 2011 3Q 2012
$200million
Source:
Response
Magazine
0
20 million
40 million
House and Home Save the
Quarter
Interestingly, 10 of the 15
categories saw a decrease in
spending in third-quarter 2012,
with some pretty wild swings
reported. Among the gainers,
“Health and Fitness” notched a 3Q 2001
$189,987,000
Fig. 3
Source: Response Magazine
0
Automotive: $3,541,800
Cosmetics, hair and personal care: $63,280,400
Crafts, collectibles and hobbies: $944,500
Diet, weight loss, nutrition and food: $21,014,800
Electronics: $165,300
Entertainment, travel and psychic services: $1,180,600
Financial and business opportunities: $11,569,900
Fundraising: $7,555,900
Health and ;tness: $55,488,400
Home and garden: $14,875,600
Housewares and appliances: $43,918,500
Music and video: $5,666,900
Other: $4,014,100
Personal development, self-help and education: $2,833,500
Sports and outdoor activities: $70,900
Total: $236,121,100
