3Q 2009 Short-Form Media Billings Slide a Modest 2.1 Percent4 Feb, 2010 By: Thomas Haire Response
Cable Storms Back
In a reversal from 3Q 2008, four of the five media distribution outlets posted big losses in 3Q 2009, while cable TV recovered from a brutal 3Q 2008. The cable market regained $36.1 million of its $135.5 million loss a year ago. The surge — and the losses of the other four outlets — helped bump cable’s share of the short-form DR market to more than 72 percent. The jump also signified cable’s first positive result since first-quarter 2008.
However, the other four outlets suffered major losses, led by syndication’s loss of $28.4 million (33.3 percent). Network TV dropped $12.6 million (18.1 percent), its second loss in the past three third quarters, while Hispanic network TV (6.3 percent) and spot TV (15.2 percent) both lost more than $9 million.
The number of TV campaigns aired rebounded to near 3Q 2007 results, rising by 100 from a year ago to 1,198. This 9-percent rise was similar to 2Q 2009 results, and may signify that confidence in the market is returning. However, falling media rates helped the average cost of a campaign based on the total fall 10.3 percent ($103,556), while the average cost of a campaign outside of the top 40 decreased 5.5 percent — $24,201.
The influence of the top 40 campaigns ebbed slightly, accounting for just 55.6 percent of the total, staying consistent with a trend started in 3Q 2008. Spending on the top 40 campaigns is now down more than $145 million from third-quarter 2007. The top 10 campaigns totaled $291.9 million, more than $22 million below 3Q 2008 totals — and $50 million below 3Q 2007 results.