First, if you haven’t gotten ahold of the “Marketing Fact Pack 2016” produced by Advertising Age, it’s worth your time and money to get one. The piece is one of the better information resources to help make decisions and comparisons.
Second, in reviewing the information specific to the cost of a 30 second TV spot, I nearly feel out of my chair — wait, I actually did fall out of my chair. The lowest cost of a :30 second weekly network spot was $14,309 for the CW’s Crazy Ex-Girlfriend, running Friday at 9:00 p.m. Now sit down because the high end weekly network spot was Sunday Night Football at $673,664.
And as usual football was priced at a high premium across the entire week:
NBC Sunday Night Football — $673,664
CBS Thursday Night Football — $522,910
NBC Thursday Night Football — $485,695
Running a single :30 second spot to reach the male demo in each of the above football programs would cost you a mere $1,682,269 per week. Naturally, that cost is un-negotiated. If you’re one of the big boys you could easily spend $2,500,000 a week on TV advertising.
Even bulking up a TV schedule with lower rated and lower cost TV while utilizing remnant TV with the goal to get the CPP down would be tough to do.
Now taking into account all of the other media channels $3,300,000 a week for a medium GRP media schedule would not be out of the ballpark.
My preference is to run an 80/8 schedule (hit 80% of the target audience at least 8 times). And while I’d love to see if that is still doable with the increased pricing I’m not even sure reaching 50% of the target 5 times is achievable.
How the times have changed.
Scott
