The average cost per 30-second spot on prime-time broadcast network TV rose 2% to $116,122 during the fourth quarter of 2011, marking the seventh consecutive quarter in which network costs were
either up or flat with the prior year, according to an analysis of SQAD data released this afternoon by TargetCast.
The analysis, which also details cost increases among the Big 4 broadcast
networks during the second and third quarters of 2011, marks a steady improvement in demand for network prime-time inventory from the depths of the recession, and bodes well for the networks' 2012-13
upfront advertising season.
"The robust demand for television, combined with a somewhat slower rating decline, drove unit prices and CPMs higher,” states Gary Carr, senior vice
president-executive director of national broadcast at TargetCast.