‘Effective’ CPMs Continue To Climb, Total Primetime Ad Spend Drops

Traditional legacy TV has seen higher “effective” cost-per-thousand prices for deals in the TV upfront ad markets over the last three TV seasons, according to Standard Media Index — but with lower total upfront advertising spend in key dayparts. SMI says the trend is expected to continue for the next TV upfront ad market, set to begin in a few weeks.

NBC Local TV Group Drops Ratings To Sell Ads

Beginning this week, all NBC and Telemundo-owned local TV stations will use impressions instead of traditional ratings points to measure an ad campaign’s effectiveness, according to an agency pitch document. According to the document, NBC/Telemundo owned-stations’ sales teams will begin to move to CPM measurement “starting immediately.”

Broadcast CPMs Rebound In February

After crashing in January, broadcast advertising costs rose to their highest February since 2013, pushing overall ad costs up for the national TV marketplace in the second month of 2016. Cable ad costs, meanwhile, seesawed slightly, showing downward momentum on a month-to-month basis.

CPMs Highest Among Broadcast TV Nets

TV broadcast networks cost-per-thousand viewer prices are still tops among all media in 2013 — with digital in-stream video CPMs higher than cable TV.