Broadcast Spot Prices Fell 2% in First Quarter

By Jon Lafayette
( Broadcasting & Cable )
published

The cost of 30-second commercials in primetime on the broadcasts dipped 2% in the first quarter. The average cost per unit on broadcast was $111,754 in the first quarter compared to $114,079 a year ago, according to analysis of data from SQAD’s NetCosts by media agency TargetCast tcm.

During the quarter, unit costs for spots on the top 15 cable networks were up 4% to an average of $12,998.

The new data comes as the networks and media buyers wrangle in the upfront market. Last year’s upfront market was very strong, but Gary Carr, senior VP, executive director of national broadcast at TargetCast, says that lower demand for scatter, combined with relatively flat ratings, kept unit prices stable.

Among the broadcasters, Fox had the highest unit prices, averaging $198,088. That would include American Idol, which got a premium, then delivered disappointing ratings. Commercials on CBS averaged $115,772, ABC’s averaged $95,992 and spots on NBC drew $86,914, according to TargetCast and NetCosts.

The highest-priced ads in cable ran on ESPN, which averaged $37,329 for a primetime 30-second spot. Second place was TNT at $18,071.

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.