Research

Long-Form Media Billings Crawl Up 0.3 Percent in 3Q 2010

1 Jan, 2011 By: Jackie Jones, Thomas Haire Response

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The average cost of a half-hour block in the third quarter is the second-lowest ever recorded.

Top 30 Tumbles

Spending in the top 30 markets continued to drop in the third quarter of this year by nearly half, with totals down 49.2 percent, bringing 3Q 2010 totals to $59,933,000. The top 30 markets fell by nearly half to just 24.5 percent of total spending, off drastically from the 48.4 percent of 3Q 2009. The top 10 markets suffered a $13.7 million loss, markets 11-20 fell $23.1 million and markets 21-30 declined $21.2 million in 3Q 2010.

Despite the decrease in spending within the top markets this year, long-form media billings’ overall spending continues its slow incline and the slowly rising costs of a half-hour time slot reported in all three quarters this year so far show promise for the long-form market. ■

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