/// Broadcast Spot Pricing Continues to Creep Up

February 7, 2012  |  Media Week

The price of a 30-second advertisement on network prime time increased at a 3 percent rate in 2011, as strong demand helped push the average unit cost to just under $110,000 a pop. Per analysis by the New York-based independent agency TargetCast tcm, rates were highest in the second quarter of 2011, when the average :30 cost $127,291, marking a 2 percent increase versus the year-ago period. As one might well expect, rates were at their lowest in the quarter coinciding with summer repeats and competition series. According to TargetCast, the average Q3 spot cost was $82,951, up 4 percent from summer 2010. After the Q3 uptick, growth began to peter out again in the fourth quarter, with broadcasters commanding an average rate of $116,122 per :30—a 2 percent increase year-over-year. TargetCast arrives at its estimates by way of SQAD Inc’s NetCosts service, which compiles data from media agencies and in-house buying systems. On the year, Fox boasted the highest average unit cost ($180,844), followed by CBS ($106,351), ABC ($105,885) and NBC ($74,758). Top-rated among adults 18-49, Fox commanded the biggest rates in all four quarters. Fox and NBC fetch the highest prices for a single program in American Idol and Sunday Night Football . Inventory on both platforms can cost as much as $500,000 per spot.

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Broadcast Spot Pricing Continues to Creep Up

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