Upfront 2014/15 CPM and Volume Report

By The Myers Report Archives
Cover image for  article: Upfront 2014/15 CPM and Volume Report

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 
 PrimetimeCPM 
 Total Prime Avg5.0% 
                                         
 ABC4.5% 
 CBS5.0% 
 NBC7.8% 
 Fox 2.5% 
 The CW3.5% 
 Univision/Telemundo4.5% 
    
 Daytime Avg1.8% 
    
 Early Morning  
 Early AM Average3.2% 
 ABC2.2% 
 CBS3.0% 
 NBC4.0% 
    
 Evening News   
 Average3.7% 
    
 Late Night  
 Late Night Average6.5% 
 ABC Kimmel7.8% 
 CBS 4.5% 
 NBC7.5% 
    
 SPORTS 
 NFL7.5% 
 Live6.0% 
 Other/News4.2% 
    
 CABLE  
 Entertainment  
 Broad Entertainment4.7% 
 Niche Entertainment3.6% 
 Hispanic2.4% 
 News2.4% 
 Youth 5.0% 
 Kids (Holiday)7.0% 
    
 SYNDICATION  
 Tier 1 Top Performers5.0% 
 Tier 1 4.5% 
 Tier 22.0% 
 Tier 31.8% 
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 Volume24.00%
Cable Legacy Revenue Volume-4.80%
Cable Digital Revenue Volume16.00%
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 .

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