TVN FOCUS ON ADVERTISING

No Long Tail For Super Bowl Ad End Run

As it has for the past two years, Yellow Tail will advertise nationally during the Super Bowl by buying local time on CBS stations across the country. The strategy has been a winner for the winery, but not a model that other national advertisers have followed.

COMMENTARY

Are National TV Ads Actually Too Cheap?

Dave Morgan: “Did you know that the average price across all national TV advertising in the U.S. is less than $2.50 CPM? In fact, $2.26, to be more exact. Are you surprised by how low that number is?”

National TV Ads Post Double-Digit 3Q Decline

Third-quarter national TV advertising was hit with double-digit declines, according to one industry report — with an estimate of a slight increase in the current fourth quarter. MoffettNathanson Research estimates third-quarter TV network advertising to be off 10% —with Nielsen C3 18-49 primetime viewership sinking 14%.

National TV Ad Spend Rises 3.3%

But much of those gains went to lower CPM cable TV shows. Standard Media Index — now modeling the entire national TV ad market based on data from 70% of media agency bookings — says the national TV ad market was driven by cable networks, which rose 6.5% during the period. Broadcast national TV was flat from the second quarter a year ago — with the top four broadcast networks slipping 2.5%.

National TV Ad Demand Rebounds In July

At about the time big agencies and advertisers were wrapping up their upfront ad deals for the 2016-17 season, near-term demand for national TV advertising time was inching up, according to the most recent monthly data from the RealCost Index, a collaboration of MediaPost and SQAD indexing the average cost of national TV advertising time.

National TV Advertising Prices Firm Up

Prices in the national TV advertising marketplace appeared to be firming up along with tightening scatter market conditions heading into 2016-17 upfront negotiations. The average cost-per-thousand (CPM) of national TV advertising inventory rose to an index of 145 in April, according to the RealCost Index, a collaboration of MediaPost and SQAD’s Netcosts services benchmarking national TV advertising costs.

National TV Adv Strong, Worries Over 2nd Half

Although total national TV advertising grew 4% in the first quarter — with broadcast networks outperforming cable networks — there is concern about the second half of 2016.