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State of the Screens

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

By October 10, 2018No Comments
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

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.

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