With input from four leading media agency holding company national TV buying teams and 14 national TV sales organizations, MyersBizNet has compiled our twelfth annual analysis of national television Upfront cost-per-thousand inflation for the 2014/2015 Upfront season. The CPM data follows, with our volume report and market analysis below. Further analysis will be published in next week’s report. Readers' comments are invited at jm@jackmyers.com.
MyersBizNet 2014/2015 Upfront Cost-Per-Thousand Inflation Report | |||
BROADCAST | |||
Primetime | CPM | ||
Total Prime Avg | 5.0% | ||
ABC | 4.5% | ||
CBS | 5.0% | ||
NBC | 7.8% | ||
Fox | 2.5% | ||
The CW | 3.5% | ||
Univision/Telemundo | 4.5% | ||
Daytime Avg | 1.8% | ||
Early Morning | |||
Early AM Average | 3.2% | ||
ABC | 2.2% | ||
CBS | 3.0% | ||
NBC | 4.0% | ||
Evening News | |||
Average | 3.7% | ||
Late Night | |||
Late Night Average | 6.5% | ||
ABC Kimmel | 7.8% | ||
CBS | 4.5% | ||
NBC | 7.5% | ||
SPORTS | |||
NFL | 7.5% | ||
Live | 6.0% | ||
Other/News | 4.2% | ||
CABLE | |||
Entertainment | |||
Broad Entertainment | 4.7% | ||
Niche Entertainment | 3.6% | ||
Hispanic | 2.4% | ||
News | 2.4% | ||
Youth | 5.0% | ||
Kids (Holiday) | 7.0% | ||
SYNDICATION | |||
Tier 1 Top Performers | 5.0% | ||
Tier 1 | 4.5% | ||
Tier 2 | 2.0% | ||
Tier 3 | 1.8% | ||
All data is based on estimates compiled from multiple sources. MyersBizNet Upfront 2014-15 CPM | |||
Inflation Report, ©Copyright MyersBizNet 2014 |
MyersBizNet 2014/2015 Upfront Volume Estimates | |
2014-15 UPFRONT SPENDING VOLUME: | |
Broadcast Legacy Revenue Volume: | -7.90% |
Broadcast Digital Video Revenue Volume | 24.00% |
Cable Legacy Revenue Volume | -4.80% |
Cable Digital Revenue Volume | 16.00% |
All data is based on estimates compiled from multiple sources. MyersBizNet Upfront 2014-15 CPM | |
Inflation Report, ©Copyright MyersBizNet 2014 | |
Jack Myers Upfront 2014-15 Market Analysis
Data based on averages is always misleading, failing to accurately reflect the market variables and outliers. Among cable entertainment networks, for example, network sales organizations that focused on driving market share were likely to generate CPM increases in the +1% to +3% range. Conversely, networks that tactically held the line on cost increases maintained CPMs in the +4% to +6% range.
The brutal reality is that this year's Upfront was the worst in years, with overall volume falling across the board. Yet, even with national TV Upfront volume down overall an estimated 6.0%, advertisers paid increased costs per thousand impressions. While the fourth quarter scatter market is showing some signs of life as the holidays approach, the general consensus of advertisers and agency executives for first and second quarter scatter business is that it will be a continuing soft marketplace, according to a new MyersBizNet study reported in last week's members-only report .