With the economy and consumer sentiment showing major improvement, major jumps in advertising demand and CPM seem probable in Q2, a new report documents..
"What we are witnessing is both forms of TV content access - linear and streaming - coming together in the thinking of major national TV advertisers and their time buyers," says MediaDynamics
President Ed Papazian. This year's linear TV upfront ad market is down 5% to a combined $19.1 billion, according to Media Dynamics estimates, while streaming platforms from TV network-owned companies
have seen a 31% rise to $8.03 billion.
SMI says Netflix has a clear opportunity to hit this "sweet spot" of $25-$45 CPM, which few CTV/digital media sellers have attained. Hulu is just below this mark at $24 CPM, while at the high end is
HBO Max at more than $50. YouTube is at the low end with $16, but is the current leader in median monthly impressions with around 1.7 million.
The upfront TV marketplace, including broadcast and cable TV nets, posted "modest" gains -- up 5.8% to $20.1 billion, according to estimates from Media Dynamics. While broadcast and cable nets grew
similarly in volume -- up 6.4% (to $9.9 billion) and 5.2% (to $10.2 billion), respectively -- broadcast showed strength when it comes to prime-time 30-second commercials in terms of the
cost-per-thousand (CPM) viewers.
Legacy TV has seen higher "effective" cost-per-thousand prices for deals in the TV upfront ad markets over the last three TV seasons, according to Standard Media Index -- but with lower total upfront
ad spend in key dayparts. The current TV season is now averaging $55,000 for a 30-second commercial unit, down from $59,000 from the previous TV season (2020-2021).
As the oral care upstart SmileDirect grows its brand into new product lines and customers, the company is bringing its performance-oriented media to every screen. CMO John Sheldon explores how a
CPM-centric approach continues to perform across linear, CTV and social. Likewise, highly modular creative and leveraging shorter formats are giving SmileDirect the flexibility to grow despite the
opaque outlook for 2021 media.
Fox Corp. has now finished its upfront deals at "unprecedented" business revenue levels, with 20% gains in cost-per-thousand viewer pricing for its linear TV business and higher overall revenues,
similar to other network groups.
AVOD platforms in the first quarter of 2021 hit $1.26 billion -- up nearly 70% from the same quarter a year ago.
The company is starting a "Pricing Intelligence Suite" showing comparison of advertising CPMs for linear and digital media.
In a June webinar exploring what metrics should be used as media trading currency, Lumens Research Managing Director Mike Follett discussed how advertising works based on Lumen's proprietary
The most important KPIs, or key performance indicators, used by advertisers to assess the value and effectiveness of their advertising and media aren't necessarily the ones they use most often,
according to the findings of a new report from the Association of National Advertisers.
In preparation for more sophisticated forms of linear TV advertising sales, syndicated ad-spending research firm Standard Media Index is adding so-called "effective CPMs," or eCPMs, to its database.
First-quarter 2020 showed YoY ad growth, but the COVID-19 pandemic created significant pricing pressure on CPMs, with digital falling 16%. The IAB released its 2019 Internet Ad Revenue Report
Thursday, and included separate insights on Q1 2020 revenue and the second edition of its Coronavirus Impact Report on publishers. "We're seeing in this new CPM study that connected devices are
experiencing the least impact," said Sue Hogan, SVP of research and analytics, IAB.
It has been assumed that Big Digital platforms would be first to feel the impact of the ad recession and now there's market-based proof. An analysis of Facebook's ad market data by Boston agency Gupta
Media shows Facebook's CPMs have fallen to the lowest level ever, less than $2.