TV ratings down, ad rates up: figure that out this weekend

May 20, 2011 by Dave Haynes

From MediaPost, wrapping up the TV upfront week in New York that, according to estimates, may have seen as much as $9 billion allocated to TV advertising.

If the Big Four networks are indeed able to command significant price increases in the upfront market, it will again be remarkable just how vast the spread is between supply and demand. CPMs and ratings continue to head in strikingly opposite directions.

To wit: Barclays Capital projects ABC to command 10% price bumps, while the network’s C3 ratings in the 18-to-49 demo this season are down … 10%.

At Fox, Barclays projects CPMs to go up 10%, while its ratings are down 6%.

At CBS, pricing would go up 12%, while ratings have declined 7%. NBC would have an 8% increase in CPMs as its ratings have dropped 6%.

Here’s a post about what $9 billion could buy in digital (though not Digital OOH).



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