Long-Form Media Billings Rise $3.2M, Set a 1Q Record1 Jul, 2009 By: Shay Moftakhar Response
First-quarter 2009 long-form DRTV media billings signaled a strong start to the new year, setting a new first-quarter record of $328,659,800 — a 1-percent advance of $3,254,000 over 1Q 2008's results and a 6-percent ($18.7 million) increase over 1Q 2007's $309.9 million. Like 2008's first quarter, this quarter also experienced two more important records as the total number of timeslots purchased reached an all-time high of 595,076, while the average cost of a half-hour block fell to a new record low of $552.30.
Fig. 1 Total Quarterly Long-Form Media Billings
(M)Other of all categories
Ten of the 15 categories showed increases against 1Q 2008. Leading the pack, as both the top percentage and top dollar gainer, the "Other" category broke loose with a 669-percent jump of $30.5 million to push its total just more than $35 million. Placing second among leading dollar gainers was the "Crafts, Collectibles and Hobbies" category, with a $14.4 million rise (147 percent). The "Fundraising" category was second among percentage gainers, tripling its earnings with a $2.6 million advance. The "Automotive" category stayed in pursuit with an extra $2 million — a 213-percent gain — and the "Entertainment, Travel and Psychic Services" category doubled its fortunes with an increase of $1.9 million.
Fig. 2 First-Quarter 2009 Long-Form Billings in the Top 30 Markets
The "Home and Garden" category suffered the worst dollar-on-dollar and percentage losses compared with 1Q 2008 results, with a 67.7-percent stumble of $35.2 million. The "Sports and Outdoor Activities" category took a 61.3-percent hit of $10 million, while "Diet, Weight Loss, Nutrition and Food" burned $10.5 million — a 38.3-percent loss. "Personal Development, Self-Help and Education" got cut in half, losing $4.3 million.
Fig. 3 First-Quarter 2009 Long-Form Categorical Distribution