Long-Form Media Billings Rebound $2.6 Million in 4Q 20098 Apr, 2010 By: Thomas Haire Response
A tough year closes on a positive note, but total 2009 long-form billings decline $64.5 million.
Faltering heavily after enjoying a solid fourth quarter just a year ago, spending in the top 30 markets slid more than 25 percent, losing more than $43 million. The toughest losses were felt in markets 21-30, as spending declined nearly 50 percent, falling to less than $25 million in the quarter. Markets 11-20 lost more than $16.5 million (28.9 percent), while the top 10 markets dropped $5.2 million (7.8 percent). Reversing last year’s gains — and then some — the top 30 markets accounted for just 46.2 percent of overall spending, less than the 51 percent of 4Q 2007, and a far cry from the 62.6 percent they represented in 4Q 2008.
A Touch of Hope
As the nation appeared to show a few signs of digging out of the “Great Recession” in late 2009, it makes sense that the long-form media market tracked along with it. The fourth quarter’s stabilizing prices, continued strong buys and slight rise in total media spending are a major step in the right direction. With strong first-quarter results the rule in recent years, perhaps the long-form market can build some momentum heading into the spring and summer months.