YoY change in advertising cost:
1) Decreased — 41 (62%)
2) Flat — 13 (20%)
3) Increased — 12 (18%)
No surprise: National TV ad spend is declining YoY so it is expected that more shows are decreasing in price versus those that are increasing.
National TV spend according to Magna Global:
1) 2017 — $43B
2) 2018 — $42B (↓ 2%)
Higher CPMs: The other side of the coin is that ratings are declining faster than total spend leading to higher CPMs.
YoY change for This is Us (NBC):
1) Ratings — ↓ 20%
2) $/spot — ↓ 10%
3) CPM $ — ≈ ↑ 13%
Flashback: Analyst: TV Upfront Revenues Rise 5.2%; CPMs Are 10% Higher
Quick math:
1) Ratings — ↓ 8–9%
2) Total upfront ad spend — ↑ 5%
3) Average CPMs — ↑ 10–15%
The most expensive show remains Sunday Night Football (NBC) at $666K per spot.
$/Spot for Sunday Night Football (NBC) (% change):
1) 2017–18 — $700K
2) 2018–19 — $666K (↓ 5%)
Top 10 most expensive prime-time shows:
1) Sunday Night Football (NBC) — $666K
2) Thursday Night Football (Fox) — $434K
3) This is Us (NBC) — $434K
4) The Big Bang Theory (CBS) — $286K
5) Empire (Fox) — $228K
6) Young Sheldon (CBS) — $214K
7) The Voice — Monday (NBC) — $213K
8) Grey’s Anatomy (ABC) — $205K
9) The Conners (ABC) — $201K
10) The Voice — Tuesday (NBC) — $193K
