Long-Form Media Billings Slide 8 Percent in 3Q 200914 Jan, 2010 By: Thomas Haire Response
Long-form media billings in third-quarter 2009 fell to a new five-year low as spending declined $21.1 million — an 8-percent drop — to $243,883,300. That’s just $33 million more than 3Q 2004’s $210.9 million. This decline is half of the 16-percent loss of 2Q 2009 and also less than the 12.5-percent slide in 3Q 2008.
Akin to the first two quarters of 2009, this quarter broke two records set in the second quarter for the total number of timeslots purchased — reaching a new all-time high of 644,209 — and the average cost of a half-hour block, which fell to a record low of $378.58.
Home Sweet Home and Garden
Like the second quarter, only seven of the 15 categories posted gains in 3Q 2009. For the second consecutive quarter, the “Fundraising” category was the top percentage gainer, as it came from zero in 3Q 2008 to post a $3.2 million advance. The “Automotive” category placed second with a 716.6-percent drive of an extra $2 million. The “Home and Garden” category reaped top dollar gainer honors with a $9.9 million bloom — a healthy 75.2-percent rise. The “Entertainment, Travel and Psychic Services” category slightly rebounded from its 3Q 2008 loss of $3.8 million to post a $1 million comeback.
The “Housewares and Appliances” category suffered the sharpest dollar decline, losing a hefty $17.4 million (35.8 percent). The “Cosmetics, Hair and Personal Care” category took a 12.3-percent hit of $9.4 million. The top percentage loser was the “Electronics” category, with a 48.8-percent short of $1.4 million.
Record Breaker Double Header
Mimicking 3Q 2008, only one of the three forms of media distribution reported a gain this quarter. National cable lost 10.1 percent, shrinking $13.8 million, and broadcast took a heavy 14.6-percent hit of $16.3 million. However, this bad news was offset by a record number of timeslots purchased in the medium. Satellite continued to advance for the second consecutive third quarter with a mighty 51.1-percent rise of $8.9 million.