Here’s a somewhat interesting piece that has nothing to do with agency press releases: Advertising research, analytics, and planning tool SQAD pushed out an analysis of the average cost of a primetime 30-second spot for the top-rated fall shows of 2015.
Fox’s Empire easily topped with the list, with its $508,115 average cost for a primetime 30-second spot more than double the runner-up, CBS’ The Big Bang Theory, which had an average cost of $249,161.
But while Fox had the biggest hit, ABC’s lineup had more depth, with How To Get Away With Murder, Scandal and Modern Family each breaking an average of $225,000 for a combined average of around $229,000 per 30-second spot. Empire still gave Fox the lead in that category, though. Despite Family Guy and Scream Queens averaging below $141,000, the combined average for the network’s top three programs was a little over $260,000 per 30-second spot.
Among the other findings, The Voice was the only reality show to make the list, at an average of $222, 487 for a 30-second spot and CW was the least expensive of the networks, with the youth-oriented network’s top offering of The Flash averaging $59,028 for a 30-second spot.
The study also found that some of the best values to not make the list included CBS’ Code Black, which charged an average of $121,223 for a 30-second spot with ratings* of 6.3 (comparable to the 6.2 ratings for NBC’s Blindspot, which charged an average of $177,044), and CBS’ Limitless, with a 6.2 rating* and an average cost of just $101,457 for a 30-second spot.
Here’s the table of each network’s 3 priciest programs from last fall:
|Network||Show||Average cost for :30 spot||HH Rating*||HH CPM*|
|How to Get Away With Murder||$225,985||6||32.58|
|CBS||Big Bang Theory||$249,161||8||26.85|
*Household ratings are based on an aggregate of the guaranteed ratings by networks, not actual Nielsen ratings