Response Magazine - January 2013

best to pick up the slack for the traditional broadcast and cable outlets. The decrease in the number of time slots purchased helped push the average cost of a half-hour block of time up by $17.46 compared to 2011’s third quarter.

Top 10 Markets Lead the Way

Spending in the top 30 markets enjoyed a bit of a renaissance in the third quarter, rising to $76,975,500, a 31.3-percent leap ($18.3 million) when compared to the same quarter of last year. The top 30 markets represented 32. 6 percent of total spending, rising strongly from the 24. 9 percent of 3Q 2011. The top 10 markets boasted 18. 1

percent of all spending, reaching more than $42.7 million dollars.

With the Olympics and election chewing up record amounts of media time, the industry’s hopes in the second half of 2012 had to be tempered. A stellar first half of the year in both long- and short-form DRTV media meant that if quarters three and four could simply break even, the year would be a success. Third-quarter long-form media results met that challenge, surviving the initial onslaught. If fourth-quarter results can overcome October’s relentless campaign spending, long-form DRTV could boast its best results in years. ;

> > Fig. 6

Source: Response Magazine

Average Cost of a Half-Hour Block of Time Purchased in Third-Quarter 2012:

$417.93

> > Fig. 4

Third-Quarter 2012 Long-Form Media Distribution

Source: Response Magazine

NATIONAL CABLE $113,102,000 47.9%

U.S. HISPANIC $8,500,400

3.6%

BROADCAST

$98,934,700 41.9%

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 third-quarter 2012.

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; Dallas-Ft. Worth; San Francisco-Oakland-San Jose; Boston; Washington, D.C.; Atlanta; and Houston.

Markets 11-20 are: Detroit; Seattle-Tacoma; Phoenix; Tampa-St. Petersburg; Minneapolis-St. Paul; Miami-Fort Lauderdale; Denver; Cleveland; Orlando-Daytona Beach-Melbourne; and Sacramento-Stockton-Modesto.

Markets 21-30 are: St. Louis; Portland, Ore.; Pittsburgh; Raleigh-Durham; Charlotte; Indianapolis; Baltimore; San Diego; Nashville; and Hartford-New Haven.