/// Ratings Slump Dings Broadcast Sales

June 25, 2013  |  Media Week

Diluted prime time deliveries and a calendar quirk that moved NCAA Final Four dollars into April contributed to a $317 million decline in first quarter broadcast TV ad expenditures. According to a new report from Kantar Media, clients in Q1 invested $5.77 billion in network TV time, down 5 percent from $6.09 billion in the year-ago period. Prime time ratings in the 18-49 demo plummeted 17 percent in the first quarter of 2013, marking the sharpest rate of decline for the period since Nielsen began measuring TV deliveries. Also not helping matters was a shift of March Madness dollars to Q2. Whereas the 2012 Final Four took place on March 31, this year’s semi-finals were broadcast on April 2. That alone removed as much as $75 million in ad sales revenue into the April-June quarter; the going rate for a 30-second spot in CBS’ 2013 Final Four coverage was around $700,000. Per its most recent earnings report, ratings champ



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