networks cost-per-thousand viewer prices are still tops among all media in 2013 -- with digital in-stream video CPMs higher than cable TV.
For 2013, TV broadcast CPMs averaged $44.11 for
adults 18-49, the most popular viewing category, with in-stream video (for all demographic groups) at $23.03 and cable TV at $15.63 for 18-49 viewers. This is according to Tarrytown, NY-based SQAD,
the independent researcher in the U.S. for TV, radio and digital costs and analysis.
Both TV broadcast and cable TV network CPMs rose 5% year-to-year. SQAD did not offer any 2012
comparisons for in-stream video.
Looking at just the major TV providers that deliver digital video -- NBC, CBS, and ABC -- their premium programming average was $30 CPMs in 2013 versus the
overall $23.03 average for digital video.
“In many cases, online premium video inventory is still somewhat limited, so it's not that surprising that rates are high right now," stated
Neil Klar, chief executive officer of SQAD.
"Broadcast TV networks command premium CPMs because of their reach and programming, and they have leveraged those commodities to obtain
upper-tier in-stream video CPMs," he added.
Digital display CPMs continue to struggle, as other research has also shown -- down 1% year-to-year to $10.88 from $10.98."Watching TV" photo from Shutterstock.