Bad news for broadcast networks: Primetime ad pricetags are sinking.In the fourth quarter, networks’ primetime ad costs dipped by 11% to $105,821, according to an analysis by TargetCast tcm.
But FOX can still sell their ads at the highest primetime rate: $122,098 per unit. NBC was in 4th place at $76,436.
Lower ratings during Conan O’Brien’s former Tonight Show spot also brought lower CPUs for the network. TargetCast claims NBC lost 8% of their costs, lowering their ads to an average of $22,643.
As for cable, TV fared much better. The average unit cost of the Top 15 A25-54 rated cable networks in primetime was up 5%. At the top was ESPN at $40,000, followed by USA and TBS at nearly $18,000.
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