With the switch from program-rating guarantees to commercial-rating guarantees plus three days of DVR usage (C3), CPMs have increased for the TV networks, but not as much for cable and syndication, writes MediaPost, citing the annual (2007-2008) National TV Ad Cost Efficiency Service (ACES) report from Media Dynamics Inc. (MDI).
According to the ACES report:
- Network prime-time CPMs for adults 18+ are estimated to have grown 8% in the 2007-2008 season, reaching an average of $16.39.
- Other network dayparts are estimated to have increased more: daytime, 10.1%; late evening, 9%; early fringe and evening news both 8.1%.
- Cable posted a 5.8% increase in prime time CPMs; run-of-schedule (ROS) spots, 5.4%; daytime spots, 5%.
- Syndication prime-time CPMs grew 6%, as did its big daytime daypart’s.
- Syndication’s late-fringe shows were up 6.5%.
“In effect, the networks did pretty well with the new currency,” Ed Papazian, president of Media Dynamics, is quoted as saying. He added that results would be more meaningful next year, when the marketplace has a more apples-to-apples comparison for the C3 currency.
According to Media Dynamics, April 2008’s average adult 18-plus CPM averaged $18.49, May’s was $20.11, and June’s $18.64; the average for the quarter was $19.08.
