/// Cheaper By the Dozen: TVB Challenges Broadcast Efficiencies

March 6, 2012  |  Media Week

Local spot TV appears to offer quite a bargain when compared to national scatter market pricing, putting the lie to the notion that one-stop shopping is the only way to fly. According to new research from the broadcast trade association Television Bureau of Advertising , marketers can usually pick up time in all 210 DMAs for less than the cost of a national network buy. After crunching the SQAD numbers, the TVB concluded that spot came at a less taxing CPM than scatter among three of four primary day parts—morning (5-9 a.m.), early news (5-7 p.m.) and late night (11:30 p.m.-2 a.m.).

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