> > Fig. 2
Third-Quarter 2012 Long-Form
Billings in the Top 30 Markets
80 million
60 million
0
20 million
Top 10$21,014,800
40 million $42,737,900
$13,222,800
Source:
Response
Magazine
Markets
11-20
Markets
21-30
Total: $76,975,500
$17.3 million rise, the highest dollar-on-dollar increase and
third-highest percentage gain ( 45. 4 percent). “Housewares
and Appliances” bounced back from a tough 3Q 2011,
gaining nearly $11 million ( 33. 2 percent), while “Home
and Garden” jumped about $6 million, earning the highest
percentage rise — 66.2 percent.
On the other side of the ledger, the “Entertainment,
Travel and Psychic Services” category lost more than $6
million compared with 3Q 2011 — its $1.2 million was off
almost 84 percent from last year. The “Personal Development, Self-Help and Education” and “Other” categories
both saw losses of more than $4 million during the quarter,
while the categories that suffered the worst percentage
drops — “Electronics” and “Sports and Outdoor Activities”
— each lost more than 95 percent of their 3Q 2011 totals.
Distribution Outlets Split
The four measured forms of media distribution split the
difference in third-quarter 2012, with broadcast (up $8.7
million) and U.S. Hispanic (up $3.3 million) rising and
cable (down $5.1 million) and satellite (down $6.3 million) falling. Cable still leads the total spend market share
with 47. 9 percent, but saw broadcast creep closer with 41. 9
percent of the market.
The total number of time slots purchased dropped precipitously from 2Q 2012’s all-time record — but was only
off by 3. 9 percent from 3Q 2011. Satellite (up 23. 8 percent) and U.S. Hispanic (up 76.1 percent as figures for the
newly measured market continue to normalize) did their
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