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Here’s how much it costs to advertise in TV’s biggest shows

66 different prime-time shows are returning to broadcast this year.

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

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