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Local spot TV appears to offer quite a bargain when compared to national scatter market pricing, putting the lie to the notion that one-stop shopping is the only way to fly.
According to new research from the broadcast trade association Television Bureau of Advertising, marketers can usually pick up time in all 210 DMAs for less than the cost of a national network buy.
After crunching the SQAD numbers, the TVB concluded that spot came at a less taxing CPM than scatter among three of four primary dayparts—morning (5-9 a.m.),