Broadcast Spot Pricing Continues to Creep Up

Average :30 network prime time increased 3 percent in 2011

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The price of a 30-second advertisement on network prime time increased at a 3 percent rate in 2011, as strong demand helped push the average unit cost to just under $110,000 a pop.

Per analysis by the New York-based independent agency TargetCast tcm, rates were highest in the second quarter of 2011, when the average :30 cost $127,291, marking a 2 percent increase versus the year-ago period.

As one might well expect, rates were at their lowest in the quarter coinciding with summer repeats and competition series.

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