2Q 2009 Long-Form Media Billings Decline $49 Million1 Oct, 2009 By: Shay Moftakhar Response
Evoking grim reminders of 2005, second-quarter 2009 long-form DRTV media billings fell 16 percent — a $49.3 million slide to $260,805,000. This result is just $10 million above 2Q 2005's $250.8 million total. In step with 1Q 2009, this quarter also notched two more important records — the total number of timeslots purchased reached an all-time record high of 635,337, and the average cost of a half-hour block fell to a new record low of $410.50.
Funds, Crafts and Appliances
Seven of the 15 categories posted second-quarter gains. The "Fundraising" category was the top percentage gainer with a 33-fold increase of $3.8 million. The "Crafts, Collectibles and Hobbies" category earned top dollar-gainer status with a $7.9 million advance (80.8 percent). The "Housewares and Appliances" category was second in dollar-to-dollar gain, with a $4.3 million jump.
The sharpest dollar decline during the second quarter was suffered by the "Cosmetics, Hair and Personal Care" category, with a $28.4 million hit (34.7 percent). The top percentage loser was the "Home and Garden" category, which lost 48.9 percent ($16.9 million). Another notable loser was the "Music and Video" category, with a $3.4 million decline of 42.2 percent.
Only one of the three forms of media distribution reported a gain this quarter. National cable shrank 19.6 percent, with a $30.2 million loss — a double reverse from the $14.9 million gain of 2Q 2008. However, broadcast more than regained its 2Q 2008 loss of $4.26 million with an 11.2-percent gain ($15.3 million). Satellite continued to spin out of orbit, with 19-percent loss of $3.8 million.
Building upon the 27-percent increase of the total number of timeslots purchased in the first quarter, the second quarter also grew 27 percent with a massive 135,028 extra timeslots purchased to total a record-setting 635,337. This quarter broke first quarter's recently set record by more than 40,000 timeslots.
National cable enjoyed a solid 35-percent increase, with an additional 43,233 timeslots, expanding its market share by 1.5 percentage points. Broadcast made serious waves with an additional 70,722 timeslots for a 20.6-percent gain. However, its market share still lost 3.4 points. Satellite took off with a 63-percent gain thanks to an additional 21,073 timeslots and saw its market share grow by 1.9 percentage points.