What Do TV Ads Cost in 2023?

Five big questions re: TV ad prices:
1) How much do TV ads cost?
2) What is the most expensive TV show to buy advertising?
3) Which streamers have the most expensive TV ads?
4) Are broadcast TV ad prices increasing or decreasing?
5) How do TV ad prices compare to other mediums?

Big question #1: How much do TV ads cost?

TV ad CPMs by type:
1) Linear – Broadcast (Sports) – $70
2) Linear – Broadcast (Prime-Time) – $47
3) Streaming – AVOD – $30
4) Linear – Cable (Prime-Time) – $25
5) Streaming – FAST – $11

Big question #2: What is the most expensive TV show to buy advertising?

Top 10 most expensive prime-time shows (YoY growth) according to Variety:
1) Sunday Night Football (NBC) – $882K (↑ 6%)
2) Monday Night Football (ABC) – $563K (N/A)
3) Thursday Night Football (Prime Video) – $441K (↓ 24%)
4) The Voice – Monday (NBC) – $126K (↓ 45%)
5) The Voice – Tuesday (NBC) – $123K (↓ 44%)
6) 60 Minutes (CBS) – $118K (↓ 12%)
7) Dancing with the Stars (ABC) – $105K (N/A)
8) Survivor (CBS) – $100K (↓ 31%)
9) Bachelor in Paradise (ABC) –$97K (↓ 36%)
10) The Masked Singer (Fox) – $81K (↓ 51%)

$/Spot for Sunday Night Football (NBC) (% change):
1) 2017-18 – $700K
2) 2018-19 – $666K (↓ 5%)
3) 2019-20 – $685K (↑ 3%)
4) 2020-21 – $784K (↑ 14%)
5) 2021-22 – $812K (↑ 4%)
6) 2022-23 – $829K (↑ 2%)
7) 2023-24 – $882K (↑ 6%)

Big question #3: Which streamers have the most expensive TV ads?

Streaming TV ad CPMs by network:
1) Netflix – $45
2) Disney+ – $40
3) Max – $40
4) Peacock – $30
5) Paramount+ – $23
6) YouTube – $15

Big question #4: Are broadcast TV ad prices increasing or decreasing?

Change in advertising cost (% of total) according to AdAge:
1) Decreased – 23 (92%)
2) Increased – 2 (8%)
3) Flat – 0 (0%)4) Total – 25

Big question #5: How do TV ad prices compare to other mediums?

Quick answer: TV ads are not the most expensive.  That honor goes to newspapers at a $47 CPM, which is 31% higher than prime-time TV!

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