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