The Pastry Economics of Television - Don Seaman-TVB

Why There Should Be Room for 210 Spot Slices on Every Agency39s Diet PlanEverywhere you look these days you see someone who is trying to make their money work harder for them People are willing to cut more corners take the longer road settle for silver as long as it doesn39t cost as much as going for goldBut what if you39d get more for your money while still keeping all your corners taking the direct route and getting the gold at silver pricesWell in essence that39s what you get for your money by investing in Spot TV rather than Network Scatter according to the latest SQAD dataThe usual feeling among those who are unfamiliar with Spot is quotwhy should I use Spot TV when I can buy Network for the same cost as the top 20 markets and get the other 190 for freequotThere39s something that you should know about that argument It39s poppycockLooking at A2554 CPMs in four standard dayparts amp8211 Early Morning Early News Late Night and Prime amp8211 you39re not getting anything for free that way In fact you39re usually paying more For example if you bought Network Scatter in Late Night it would cost you 83 more that it would to just buy the top 20 markets Early Morning and Early News would get you significant discounts as wellEven in Prime where Network Scatter often has an advantage the playing field is absolutely level on a quottotal footprintquot basis of 210 markets Moreover if you buy the top 100 markets the Spot Prime CPM is actually lower than Network ScatterIf you need an additional spoonful of sugar to help this medicine go down why don39t we look at this on a TSA level This accounts for all the station39s viewing including the part of the viewing signal that spills outside the home DMA In this case things go from the ridiculous to the sublimeOn a TSA CPM basis the 210 Market Early Morning Spot TV cost would be 42 below Network Scatter 31 below in Early News 60 below in Late Night and even 25 below Network Scatter in PrimeThe cherry on top would be that the Spot market is healthy amp8211 it39s showing doubledigit yearoveryear CPM growth So it39s a hot item that you39re getting at a better cost than the convenience store offering of Network ScatterDo you still want to tell your client that you don39t want to consider SpotNow before you dismiss all of this as partisan lobbying consider the independent facts SQAD costs are based upon actual marketplace costs They are what they are and we39re just making sure that they39re noticed Take a look for yourself and see httpwwwtvborgtrends4718161244You might almost think of it as similar to when the TV manufacturers introduced HD They knew what they had would be revolutionary that they39d change people39s perceptions once they saw it Now it39s hard to imagine it not being a standard Well these SQAD reports should do the same thing Once you see it the clarity is hard to ignoreThat39s right Spot TV might just be the oldest media revolution aroundDon Seaman joined the TVB in January 2012 as Manager of Marketing Communications where he is responsible for promoting and raising awareness of the TVB and of Local Broadcast Televisionamp8217s value propositions within the traditional and digital media industries Don can be reached at dontvborgRead all Don39s MediaBizBloggers commentaries at Local MattersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

The Pastry Economics of Television - Don Seaman-TVB

Author

Publish date

Channel

Archived in

Don Seaman

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

The Pastry Economics of Television - Don Seaman-TVB

Enjoying This Commentary? There's More to Love

Don Seaman

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

The payment was successful

Cookies