Both networks see typically higher pricing levels during those periods.
CBS had to forego the NCAA’s Men’s Basketball Tournament (March-April) and The Masters PGA golf event (April). ABC had to do the same with NBA Finals (June).
In April of this year, CBS' average prime-time scatter pricing was $107,308 versus $144,905 in April a year ago, while ABC's scatter pricing was $56,916 in June of this year versus $112,334 in June 2019, according to SQAD MediaCosts-National, which collects media agency and brand pricing data.
Apart from this, scatter TV network pricing during the five-month pandemic period of March though July followed a similar downward trend for those months.
Starting in March of this year, the average 30-second prime-time scatter price among ABC, CBS and NBC in terms of scatter pricing was $108,494 (March), $106,399 (April), $102,006 (May), $67,681 (June) and $56,568 (July).
The year before in 2019, the average 30-second prime-time price was $89,453 in March, $108,285 (April); $89,452 (May), $80,486 (June) and $56,068 (July).
Scatter pricing in normal years typically trends down in the later half of the second quarter -- after the September-through-May TV season ends as major TV prime-time shows conclude their seasonal runs.
Scatter TV media deals are made by TV marketers with quarter-by-quarter or month-to-month deals with TV networks -- versus TV marketers, who make year-long “upfront” deals -- September to August media-inventory buys.