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State of the Screens

Fed-Up Advertisers Stop Paying More for Smaller TV Audiences

By March 26, 2018No Comments

In order to grow revenue with a shrinking audience, networks continue to raise CPM $. This is irritating advertisers, but not quite driving them to change behavior yet.

Over the last 4 years:
– TV Ratings ↓ 33%
– TV Ad Prices ↑ 20%

$1.00 of impact 4 years ago now costs $1.79.

Quote from Dave Campanelli — Director of National Television @ Horizon Media.

“How many years can advertisers pay 10 percent over 10 percent over 10 percent — and just keep buying TV?” Campanelli asked — rhetorically, of course, because he had the answer. “You’re going to scare people away from the medium altogether, and it’s not like there aren’t big places to go spend your money in the digital world.”

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.