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State of the Screens

Volatility Has Some TV Advertisers Seeing (And Paying) Double

By November 3, 2020No Comments

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

Change in advertising cost (% of total) according to AdAge:
1) 
Increased – 38 (47%)
2) Flat – 22 (27%)
3) Decreased – 21 (26%)

Flashback: TV’s most expensive commercials for the 2019-’20 season

$/Spot for This is Us (NBC):
1) 2017-18 – $394K
2)
 2018-19 – $434K (↑ 11%)
3) 2019-20 – $359K (↓ 17%)
4) 2020-21 – $476K (↑ 33%)

$/Spot for Sunday Night Football (NBC) (% change):
1) 
2017-18 – $700K
2) 
2018-19 – $666K (↓ 5%)
3) 2019-20 – $685K (↑ 3%)
4) 2020-21 – $784K (↑ 14%)

Top 10 most expensive prime-time shows:
1) 
Sunday Night Football (NBC) – $784K
2) 
Thursday Night Football (Fox) – $625K
3) 
This is Us (NBC) – $476K
4) 
The Voice – Monday (NBC) – $254K
5) 
The Masked Singer (Fox) – $226K
6) 
The Voice – Tuesday (NBC) – $217K
7) 
Grey’s Anatomy (ABC) – $214K
8) 
The Bachelorette (ABC) – $170K
9) 
Young Sheldon (CBS) – $157K
10) 
The Bachelor (ABC) – $155K

More: ‘Double what we would normally pay’: Unstable fourth quarter TV ad market is pushing up prices

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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