TV Spots Rates Hold Steady
For almost two-and-a-half years, broadcast network television commercial costs have been up or virtually flat -- reversing declines in previous years due to the recession, among other factors. That
trend continued in 2012.
Third-quarter commercial unit costs averaged $82,396, virtually the same as 2011. Fox is at the highest level, with $119,265. CBS is next at $82,265, followed by
ABC at $73,618 and NBC -- sans the Olympic programming -- at $71,368. This analysis comes from independent media agency TargetCast tcm, using data from NetCosts and research firm SQAD.
During the bigger previous period -- the second quarter of 2012 -- average prime-time 30-second commercials were up 3% to $130,194. Fox was tops again -- at almost twice the level of the next
networks, with $227,490. ABC was at $122,396, followed by CBS at $121,464 and NBC at $101,586.
TargetCast says this makes 10 consecutive quarters in which broadcast network unit costs were
either up or virtually flat, which comes after the economic recession, declining broadcast ratings and the growth of cable.
Despite a softer scatter market than last year, overall costs
were stable due to the high sell-out levels in the upfront, stated Gary Carr, senior vp and executive director of national broadcast at TargetCast. He added that advertisers committed more money up
front to avoid potentially high prices in scatter.
Cable networks' TV commercial pricing was flat in the second quarter of 2012, among the top 15 networks for adult 25-54 viewers at
$14,267.
ESPN was at the top with $32,575, with TNT next at $32,525. In the third quarter of 2012, commercial prices were down 2% to $12,793 -- due to lower demand caused by advertiser
dollars going to Olympics programming.
TargetCast added that ad-supported cable ratings in the second quarter for the Top 15 networks among 25-54 viewers were up about 4%. Third-quarter
ratings were down 2% due to Olympics programming.
Recent MediaDailyNews Articles
-
Consumers Tag Costco, Movado As Most Promising Brands June 18, 6:09 p.m.
Costco, Cisco and Movado are the three most financially promising pure-play, publicly traded brands in the ... -
'Voice' Sings To Consistent Beat June 18, 5:57 p.m.
One of the biggest shows on broadcast television finished its spring edition pretty close to where ... -
Motorola Hires Digitas For Global Media Account June 18, 5:43 p.m.
Google-owned Motorola has appointed Publicis Groupe’s Digitas to handle global media duties, according to sources. Those ... -
'Jimmy Kimmel,' Myspace Promote Musicians June 18, 2:56 p.m.
Select artists that appear on TV late-night show “Jimmy Kimmel Live” will get to perform an ... -
W+K Amsterdam's Heineken Ad Wins Cannes Lions Grand Prix, Creative June 18, 11:31 a.m.
A Heineken ad campaign from Wieden + Kennedy Amsterdam, the brand’s first global campaign effort, has ... -
Millennials Split In Attitude, Teens Less Upbeat, But Resilient June 18, 10:56 a.m.
MTV says younger U.S. millennials are a bit more pessimistic than older millennials.New millennials ages 14 ... -
Scripps Launches TV Everywhere With TWC June 17, 6:01 p.m.
Scripps Networks has a TV Everywhere deal with Time Warner Cable, allowing viewers access to on-demand ... -
Cannes Lions, Gates Foundation Partner For Global Initiative June 17, 5:51 p.m.
It sounds like a cliché from a beauty pageant, where the contestants talk about the lofty ... -
After TV, Sports Fans Up Coverage On Mobile, Social Nets June 17, 4:27 p.m.
While TV remains the No. 1 platform for sports fans, the second-screen TVs of sports -- ... -
Public Trust In Newspapers Dips Again June 17, 2:19 p.m.
In addition to their well-publicized financial woes, newspapers have a credibility problem, as Americans’ confidence in ...
Be the first to comment on "TV Spots Rates Hold Steady"
Leave a Comment