TargetCast: Broadcast Prime Ad Rates Fell 11% in Q2

An analysis by independent media agency TargetCast shows the average cost per unit for a prime-time commercial on the broadcast television networks in the second quarter declined by 11.1 percent to $139,728.

Fox averaged the highest 30-second commercial unit cost at $254,852, clearly bolstered by American Idol, and also declined by only 2.7 percent from its second quarter average last year.