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Long-Form DRTV

Long-Form Media Billings Slide 8 Percent in 3Q 2009

14 Jan, 2010 By: Thomas Haire Response

The bigger question here is about deflation. Will the drop in media costs trickle down to the consumer in the way of a more affordable price-point where they will start spending more to take advantage of better deals? As the price of consumer goods starts to pare down across the economy from homes to cars, how long will it take for DR products to follow suit? The current Fed chairman likes some inflation, even in a bad economy, but the reality of the matter is deflation appears to be here to stay and to stay head of the curve this industry must adjust its price-point and profit margin expectations accordingly.





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 2009.

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; San Francisco-Oakland-San Jose; Boston; Washington, D.C.; Dallas-Ft. Worth; Detroit and Atlanta.
Markets 11-20 are: Houston; Seattle-Tacoma; Cleveland; Minneapolis-Sarasota; Miami-Ft. Lauderdale; Pittsburgh; Denver; Phoenix and St. Louis.

Markets 21-30 are: Sacramento-Stockton-Modesto; Orlando-Daytona Beach-Melbourne; Baltimore; Indianapolis; Portland; Hartford-New Haven; San Diego; Charlotte; Milwaukee and Cincinnati.









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About the Author: Thomas Haire

Thomas Haire

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