What it prices to promote in TV’s greatest exhibits in 2020-2021 season

Out of 80 returning collection on broadcast TV tracked by Advert Age, 38 noticed the price for a 30-second business enhance

By .     Illustration by Tam Nguyen    Revealed on October 30, 2020.

After a number of years of value declines for broadcast TV’s greatest exhibits, advertisers paid substantial will increase for 30 seconds of airtime in lots of returning collection within the 2020-2021 season, in line with Advert Age’s annual survey of media companies.

Of 80 returning collection on the massive 4 broadcast networks and The CW tracked by Advert Age, 38 noticed the price for a 30-second business enhance and one other 22 have been flat in contrast with final yr. Solely 21 noticed their value lower on a year-over-year
foundation.

Not even the pandemic may deflate the price to promote within the Nationwide Soccer League. Because the nation yearned for dwell sports activities amid lockdowns, advertisers spent $783,718 for a 30-second spot in NBC’s “Sunday Night time Soccer” on common, a 14%
leap from final season. That is additionally a brand new report for the price of the Sunday-night matchup since Advert Age started compiling the information and comes after a number of seasons the place it appeared the franchise had hit a plateau.

The pent-up demand for dwell sports activities actually had entrepreneurs keen to pay a fairly penny for soccer. Fox’s “Thursday Night time Soccer” additionally noticed a 16% enhance, averaging $624,626 for 30 seconds of airtime, in contrast with $540,090 final yr.

However scores for the NFL haven’t been as sturdy because the demand would recommend because the simultaneous return of a number of sports activities leagues appeared to have cannibalized viewership to an extent.

NBC’s “This Is Us,” which stays at No. 3 on Advert Age’s record, was the most important gainer of the season, with the price of a 30-second spot rising 33% to $476,352. The tear-jerker drama returned for its fifth season final week, after the premiere was
pushed again because of pandemic manufacturing delays. The present returned to 7.3 million viewers and a 1.4 score within the 18-49 demo, almost on par with final season’s premiere, which averaged 6.9 million viewers and a 1.5 score.

At No. 4, the peacock’s actuality singing competitors, “The Voice,” additionally noticed one of many greatest jumps in value, with the Monday-night episode rising 33% to $254,22 for a 30-second business. The Tuesday-night outcomes present is available in at No. 6, additionally
up 21% % to $216,970 on common.

Fox’s “The Masked Singer” noticed a 12% bump in its value, fetching $225,764 on common for 30 seconds of advert time, placing it at No. 6 on Advert Age’s record. Whereas “The Masked Singer” has actually been successful for Fox, it returned for its fourth season
final month to it’s lowest scores to this point.

In its seventeenth season. ABC’s “Gray’s Anatomy” is available in at No. 7, with advertisers paying $213,829 on common, up 15% from $186,026 final yr. Whereas that’s nonetheless nowhere near the $400,000-plus it commanded within the 2007-08 season when it was the
most costly program on TV, the Shonda Rhimes medical drama stays a stalwart for the alphabet community.

“Gray’s Anatomy” is certainly one of three exhibits ABC has within the high 10 record this yr. This yr marks the return of “The Bachelor” franchise to the highest 10 for the primary time since 2003. “The Bachelorette,” which moved to the autumn season from the summer time
after being delayed because of lockdowns, is available in at No. 8, averaging $170,278, up 33% from final season. “The Bachelor,” which received’t air till January 2021, averaged $154.886, rising 20%, placing it at No. 10 on the record. “The Bachelor” pricing
peaked in 2003-2004 season when it commanded $255,940 for a 30-second business on common.

CBS has only one present within the high 10, with “Younger Sheldon” coming in at No. 9, averaging $157,213, on par with final yr.

This yr’s greatest decliners embrace NBC’s “New Amsterdam,” which was bumped from the highest 10 this yr after tying for eighth place within the 2019-2020 season.

Different decliners embrace CBS’ “Blue Bloods,” which is down 13% to $72,448 and Fox’s “Bob’s Burgers,” which noticed a 21% lower to $86,896.

Notable gainers embrace NBC’s “Regulation & Order: SVU”, which climbed 38% to $149,776 and “Good ,” which jumped 26% to $79,033. The CW additionally noticed good will increase for a majority of its returning programming, most of which received’t premiere till January 2021
as a result of pandemic. “Nancy Drew” is up 22% to $29,116, “Batwoman” rose 27% to $47,421 and “Legacies” grew 19% to $30,273.

Advert Age’s survey is assembled utilizing info from 4 media-buying companies. (See our 2019 pricing chart here.) The ensuing costs ought to
be seen as directional indicators of unit value and never the precise value that each advertiser paid for a 30-second spot. The numbers are primarily based on company estimates that may range relying on the quantity of stock bought from a community,
the inclusion of any nontraditional promoting equivalent to product placements and the connection that an advertiser and media-buying company has with a community. Most TV promoting is often bought as a part of bigger negotiations, not on
a one-off foundation.

These estimates additionally replicate the costs that advertisers and networks agreed on on this yr’s upfront market. Costs have doubtless modified for these shopping for spots nearer to the air date within the so-called “scatter” market that follows.