Buyer: Spot Costs Plummeting

Declining ratings and a moribund economy have begun to take their toll on the TV marketplace, as the average unit price of a 30-second prime-time spot dropped 15 percent in the fourth quarter of 2008.

According to a cost analysis by the New York-based media agency TargetCast tcm, the Big Four in Q4 ‘08 saw the average cost per unit fall to $122,133, down from approximately $144,000 in the year-ago period.

Although CBS remains broadcast’s prime-time ratings leader, the network showed the greatest decline, with a 22 percent drop.

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