What it costs to advertise in TV's biggest shows in 2020-2021 season
Out of 80 returning series on broadcast TV tracked by Ad Age, 38 saw the cost for a 30-second commercial increase
After several years of price declines for broadcast TV’s biggest shows, advertisers paid substantial increases for 30 seconds of airtime in many returning series in the 2020-2021 season, according to Ad Age’s annual survey of media agencies.
Of 80 returning series on the big four broadcast networks and The CW tracked by Ad Age, 38 saw the cost for a 30-second commercial increase and another 22 were flat compared with last year. Only 21 saw their price decrease on a year-over-year basis.
Not even the pandemic could deflate the cost to advertise in the National Football League. As the country yearned for live sports amid lockdowns, advertisers spent $783,718 for a 30-second spot in NBC’s “Sunday Night Football” on average, a 14% jump from last season. This is also a new record for the cost of the Sunday-night matchup since Ad Age began compiling the data and comes after several seasons where it seemed the franchise had hit a plateau.
The pent-up demand for live sports certainly had marketers willing to pay a pretty penny for football. Fox’s “Thursday Night Football” also saw a 16% increase, averaging $624,626 for 30 seconds of airtime, compared with $540,090 last year.
But ratings for the NFL have not been as strong as the demand would suggest as the simultaneous return of multiple sports leagues seemed to have cannibalized viewership to an extent.
NBC’s “This Is Us,” which remains at No. 3 on Ad Age’s list, was the biggest gainer of the season, with the cost of a 30-second spot increasing 33% to $476,352. The tear-jerker drama returned for its 5th season last week, after the premiere was pushed back due to pandemic production delays. The show returned to 7.3 million viewers and a 1.4 rating in the 18-49 demo, nearly on par with last season’s premiere, which averaged 6.9 million viewers and a 1.5 rating.
At No. 4, the peacock’s reality singing competition, “The Voice,” also saw one of the biggest jumps in price, with the Monday-night episode rising 33% to $254,22 for a 30-second commercial. The Tuesday-night results show comes in at No. 6, also up 21% percent to $216,970 on average.
Fox’s “The Masked Singer” saw a 12% bump in its price, fetching $225,764 on average for 30 seconds of ad time, putting it at No. 6 on Ad Age’s list. While “The Masked Singer” has certainly been a hit for Fox, it returned for its fourth season last month to it’s lowest ratings to date.
In its 17th season. ABC’s “Grey’s Anatomy” comes in at No. 7, with advertisers paying $213,829 on average, up 15% from $186,026 last year. While that’s still nowhere close to the $400,000-plus it commanded in the 2007-08 season when it was the most expensive program on TV, the Shonda Rhimes medical drama remains a stalwart for the alphabet network.
“Grey’s Anatomy” is one of three shows ABC has in the top 10 list this year. This year marks the return of “The Bachelor” franchise to the top 10 for the first time since 2003. “The Bachelorette,” which moved to the fall season from the summer after being delayed due to lockdowns, comes in at No. 8, averaging $170,278, up 33% from last season. “The Bachelor,” which won’t air until January 2021, averaged $154.886, increasing 20%, putting it at No. 10 on the list. “The Bachelor” pricing peaked in 2003-2004 season when it commanded $255,940 for a 30-second commercial on average.
CBS has just one show in the top 10, with “Young Sheldon” coming in at No. 9, averaging $157,213, on par with last year.
This year’s biggest decliners include NBC’s “New Amsterdam,” which was bumped from the top 10 this year after tying for eighth place in the 2019-2020 season.
Other decliners include CBS’ “Blue Bloods,” which is down 13% to $72,448 and Fox’s “Bob’s Burgers,” which saw a 21% decrease to $86,896.
Notable gainers include NBC’s “Law & Order: SVU”, which climbed 38% to $149,776 and “Good ,” which jumped 26% to $79,033. The CW also saw nice increases for a majority of its returning programming, most of which won’t premiere until January 2021 due to the pandemic. “Nancy Drew” is up 22% to $29,116, “Batwoman” rose 27% to $47,421 and “Legacies” grew 19% to $30,273.
Ad Age's survey is assembled using information from four media-buying agencies. (See our 2019 pricing chart here.) The resulting prices should be viewed as directional indicators of unit cost and not the actual price that every advertiser paid for a 30-second spot. The numbers are based on agency estimates that can vary depending on the amount of inventory purchased from a network, the inclusion of any nontraditional advertising such as product placements and the relationship that an advertiser and media-buying agency has with a network. Most TV advertising is typically purchased as part of larger negotiations, not on a one-off basis.
These estimates also reflect the prices that advertisers and networks agreed on in this year's upfront marketplace. Prices have likely changed for those buying spots closer to the air date in the so-called "scatter" market that follows.
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October 30, 2020 at 04:30PM
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TV's most expensive shows for advertisers this season - AdAge.com
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