U.S. TV Leads Surge In Global Media Costs
- by Karlene Lukovitz @KLmarketdaily, August 8, 2022
Media costs are soaring globally, led by TV, and U.S. TV in particular, according to WARC Media’s latest Global Ad Trends report.
Globally, TV CPMs are up 9.9% on average year-over-year and up 31.2% since 2019 — the steepest increase in more than two decades.
In the U.S., the average …
Golly, that average U.S. media CPM of $73.14, seems a tad on the high side. Assuming that the CPM is an audience- weighted average of all ad units and platforms, it is way above the comparable stat for TV. We did an analysis recently for a 50/50 mix of "15s" and "30s" for all forms of TV---linear and streaming--- for all "viewers" aged 2+ and all dayparts and came up with a CPM of about $17. If our estimate is correct---and we think that it's close to the mark---then radio, primt media, OOH and digital video/display ad sellers are really raking in huge CPMs---like well over $100 and maybe as much as $200. Or, perhaps, some clarification by WARC is needed.