Linear TV Prime-Time Upfront Shrinks 5%, CTV Expands 31%
- by Wayne Friedman , August 10, 2023
Continuing to show TV weakness, this year’s linear TV prime-time upfront advertising market is down 5% to a combined broadcast and cable network revenue of$19.1 billion, according to estimates from Media Dynamics.
At the same time, streaming platforms -- from those TV network-owned companies -- have seen a sharp …
3 comments about "Linear TV Prime-Time Upfront Shrinks 5%, CTV Expands 31%".
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Wayne I see that a correction is needed in the brodcast network CPMs for the previous two seasons. The CPM for 2021-22 should be $45.03 and the 2022-23 CPM was $49.35.
Is there an apples-to-oranges issue in comparing the CPMs of prime-time Broadcast and Cable to CTV (where daypart is not a prevalent paradigm)?
Kevin, there are always some apples to oranges elements involved in media CPM and other comparisons. For national TV, at least, Nielsen eliminates all sets where the commercial is not shown---so that's a constant of sorts but aside from that there are always differences in attentiveness by show type, the amount of clutter in break, the demos of the viewer, how interesting the ad messages are, etc. To some extent these are accounted for by TVision's webcam measurements of commercial attentiveness and one hopes that media planners are aware of whatever distinctions these reveal. In general, I would say that CPMs within TV are far more comparable than CPMs across media---likeTV versus radio, for example.