National TV Prices Firm Up, Reflect Tightening Of Scatter Market

Prices in the national TV advertising marketplace appeared to be firming up along with tightening scatter market conditions heading into 2016-17 upfront negotiations. The average cost-per-thousand (CPM) of national TV advertising inventory rose to an index of 145 in April, according to the RealCost Index, a collaboration of MediaPost and SQAD’s Netcosts services benchmarking national TV advertising costs.

April rose 27 index points from March, but was down 20 points on a year-over-year-basis from April 2015. It was the lowest index value for April since 2010’s 136.

Most of the sequential gains were made up by the national broadcast TV networks, which saw their April index rise a 183, up 46 points from March.

National cable TV networks, conversely, rose only 12 index points to a 144 in April vs. a 132 in March.



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