TV Program Ad Spend, Promotion Up 8% Over 3 Months, 'Yellowstone' Gets Big Push

Since the start of the TV season, TV network-based companies have increased on-air media time and paid-advertising spending by 8% to promote their own programming -- to $2.19 billion in total media value, according to iSpot.tv.

This has produced 294 billion impressions from September 8 through December 8 -- up from 281.2 billion impressions.

The most heavily promoted and advertised show during the period is Paramount Network’s "Yellowstone," which tallied some 3.26 billion impressions in advertising and promos. Paramount spent $9.4 million in paid advertising over that period and placed $15.4 million in on-air promos on its own network.

The Season Four premiere of "Yellowstone" tallied a Nielsen-measured 8.8 million viewers on Paramount Network, and totaled 12.1 million when including encore telecasts and airings on other Paramount Global networks.

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This was followed by NBC’s upcoming "Quantum Leap" at 2.55 billion and Fox Sports’ "FIFA World Cup Qatar" with 2.3 million. Two CBS dramas followed: "Ghosts" (2.25 million) and "Fire Country" (2.21 million)

TV networks continue to largely use their own airwaves for advertising of their own TV shows -- placing a collective on-air promos amounting to $1.9 billion in media value. A year ago it was $1.8 billion.

Though on-air promos are the main media tool for TV networks for messaging, paid advertising to tout TV content grew 22% to $238.1 million ($195.8 million a year ago) over that period.

The biggest spender is the NFL Network with $29.9 million, followed by ABC at $21.4 million, NBC with $14.2 million, TNT at $13.8 million and Fox Television Network with $13.6.

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