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State of the Screens

Analyst: TV Upfront Revenues Rise 5.2%; CPMs Are 10% Higher

By August 13, 2018No Comments

The ratings may be down, but total spend at the Upfronts increased again this year.

Total ad spend at Upfronts:
1)
2017–18 — $19.7B
2)
2018–19 — $20.8B (↑ 5%)

75% of national broadcast ad spend occurs at Upfronts.

Quick math:
1)
Ratings — ↓ 8–9%
2)
Total spend — ↑ 5%
3)
Average CPMs — ↑ 10–15%

Upfront ad spend by year (% growth YoY):
1)
2008–09 — $16.8B (↑ 1%)
2) 2009–10 — $14.7B (↓ 13%)
3) 2010–11 — $16.6B (↑ 13%)
4) 2011–12 — $17.9B (↑ 8%)
5) 2012–13 — $18.7B (↑ 4%)
6) 2013–14 — $19.2B (↑ 3%)
7) 2014–15 — $18.4B (↓ 4%)
8) 2015–16 — $17.8B (↓ 3%)
9) 2016–17 — $18.6B (↑ 5%)
10) 2017–18 — $19.7B (↑ 6%)
11) 2018–19 — $20.8B (↑ 5%)

More #1: ‘It’s still TV money’: Confessions of a TV and digital ad buyer

More #2: Turner Finishes Its First Upfront Under AT&T With Double-Digit CPM Gains

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.