Network TV Scatter vs. Spot TV Cost Comparison A25

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Updated with 3Q 2014 Data
Network TV Scatter vs.
Spot TV Cost Comparison A25-54
CPMs Q3 2012-Q3 2014
TVB Analysis of SQAD National and
Local Market Cost Estimate Data
1
Scatter Network/Spot Variables






Quarter
Daypart
Demo
Q-to-Q and Y-to-Y Changes
Volatility
Political
2
Scatter Network/Spot Consistencies


Network TSA Viewers/Spot TV DMA
Viewers
SQAD 3rd Party Data


Media Market Guide National Report
(Issue Date: May 16, 2014)
SQAD DATAVue Product Version 3.0.0.1
(Average levels used from March, June,
September & December data / final
quarter data. Q2 & Q3’14 use May’14
data)
SQAD recently undertook an extensive analysis of the CPM and CPP data reported in Media Market Guide-National and
found that it did not reflect the current national television marketplace as precisely as they would like. As a result, they felt
obligated to revise their data accordingly. In this report, you will find that all of the numbers have been updated.
3
Early Morning
A25-54 CPM — Network Scatter vs. Spot
35
30
25
20.65
20
25.51
24.30
18.17
22.31
20.27
19.26
18.17
19.46
15
21.83
16.89
17.13
17.32
18.27
15.13
16.99
17.62
15.22
10
5
Network-Scatter
0
Q3/12
Q4/12
Q1/13
Q2/13
Q3/13
Spot-DMA
Q4/13
Q1/14
Q2/14
Q3/14
4
Early News
A25-54 CPM — Network Scatter vs. Spot
35
30
25.96
25
23.48
23.45
23.09
20.59
15
16.16
17.04
23.22
18.09
17.40
23.97
20.44
22.31
20
23.39
23.78
16.97
18.2
17.49
10
5
Network-Scatter
0
Q3/12
Q4/12
Q1/13
Q2/13
Q3/13
Spot-DMA
Q4/13
Q1/14
Q2/14
Q3/14
5
Spot Early Morning vs. Network Early News
A25-54 CPM — Network Scatter vs. Spot
35
30
25
20
15
23.22
22.31
18.17
16.16
19.46
17.40
17.32
16.89
17.04
16.97
18.27
18.20
17.62
18.09
15.22
15.13
16.99
17.49
10
5
Network-Scatter Early News
0
Q3/12
Q4/12
Q1/13
Q2/13
Q3/13
Spot-DMA Early Morning
Q4/13
Q1/14
Q2/14
Q3/14
6
Primetime
A25-54 CPM — Network Scatter vs. Spot
60
51.74
51.79
50
50.77
40
52.47
51.56
45.66
45.99
46.54
37.56
39.59
36.25
33.66
33.92
49.32
41.36
37.00
30
52.00
51.30
20
10
Network-Scatter
0
Q3/12
Q4/12
Q1/13
Q2/13
Q3/13
Spot-DMA
Q4/13
Q1/14
Q2/14
Q3/14
7
Primetime/Prime Access
A25-54 CPM — Network Scatter vs. Spot
50
49.32
46.54
41.36
40
37.56
37.00
39.59
33.92
36.25
33.66
30
29.07
29.12
27.94
29.27
29.14
29.74
24.74
23.91
20
28.32
10
Network-Scatter (Prime)
0
Q3/12
Q4/12
Q1/13
Q2/13
Spot-DMA (Access)
Q3/13
Q4/13
Q1/14
Q2/14
Q3/14
8
Late Night
A25-54 CPM — Network Scatter vs. Spot
40
35
30
25
20
19.64
21.09
19.56
17.99
18.92
15
24.17
22.80
17.89
21.12
20.64
19.82
19.71
18.12
18.39
16.78
15.98
20.22
19.26
10
5
0
Network-Scatter
Q3/12
Q4/12
Q1/13
Q2/13
Q3/13
Spot-DMA
Q4/13
Q1/14
Q2/14
Q3/14
9
Late Night/Late News
A25-54 CPM — Network Scatter vs. Spot
40
35
30
31.85
32.64
30.49
29.27
25
26.84
20
17.89
15.98
31.71
27.54
29.77
24.17
22.80
20.64
18.92
29.59
18.12
19.26
16.78
15
10
5
0
Network-Scatter (Late Night)
Q3/12
Q4/12
Q1/13
Q2/13
Spot-DMA (Late News)
Q3/13
Q4/13
Q1/14
Q2/14
Q3/14
10
Cable News vs. Spot Early Morning
A25-54 CPM
35
30
25
20
18.17
19.46
16.89
15
9.13
16.99
17.62
10.56
8.15
15.22
7.33
9.88
9.93
8.25
7.62
Cable News-Scatter
0
18.27
15.13
10
5
17.32
Q3/12
Q4/12
Q1/13
Q2/13
8.81
Spot-DMA (Early Morning)
Q3/13
Q4/13
Q1/14
Q2/14
Q3/14
11
Syndication Scatter vs. Spot Access
A25-54 CPM
45
40
35.53
35
30
25
33.21
29.07
30.16
29.12
28.45
24.00
25.88
20
32.28
27.94
29.27
29.14
27.97
25.19
28.32
29.74
24.74
23.91
15
10
Syndication Prime-Scatter
5
0
Q3/12
Q4/12
Q1/13
Q2/13
Spot-DMA (Access)
Q3/13
Q4/13
Q1/14
Q2/14
Q3/14
12
3rd Quarter 2014
Network Scatter vs. Spot TV — CPM A25-54
Network-Scatter
Spot DMA
Early Morning
$19.26
$17.62
Early News
$17.49
$23.97
Prime
$39.59
$51.56
Late Night
$18.12
$20.22
Total
$94.46
$113.37
13
Network Scatter vs. Spot TV
CPM A25-54 3rd Quarter’14
-17%
DMA
Network
113.37
Network Premium
94.46
-23%
51.56
+9%
-27%
17.62
19.26
Early Morning
23.97
39.59
20.22 18.12
17.49
Early News
-10%
Primetime
Late Night
Total 4 Dayparts
14
3rd Quarter 2014 Spot TV CPM Projections vs.
Network Scatter SQAD A25-54
DMA CPM Basis
Markets
Early Morning
Early News
Prime
Late Night
1-10
$18.49
$24.25
$68.26
$19.83
1-20
$18.71
$24.56
$65.47
$19.90
1-30
$18.20
$23.90
$61.55
$19.23
1-50
$17.46
$23.00
$56.26
$18.58
1-80
$17.00
$22.53
$52.63
$18.49
1-100
$16.88
$22.47
$51.51
$18.72
1-210
$17.62
$23.97
$51.56
$20.22
Network-Scatter
$19.26
$17.49
$39.59
$18.12
15
A25-54 CPM Year-to-Year Change
Q3 2014 vs. Q3 2013
Network
Spot DMA
Early Morning
+6%
+2%
Early News
+3%
+4%
Prime
+7%
-2%
Late Night
+8%
+3%
16
A25-54 CPM Book-to-Book Change
Q3 2014 vs. Q2 2014
Network
Spot DMA
Early Morning
-25%
+4%
Early News
-25%
+2%
Prime
-24%
-1%
Late Night
-25%
+3%
17
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