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Addition Of CBS Thursday NFL Games Affecting Other Nets' Ability To Raise Ad Rates

The power of NFL games to “rake in advertising coin for TV networks may be nearing its upper limit,” as the addition of Thursday night games to the broadcast TV landscape “appears to have put downward pressure on the networks’ ability to carve out annual pricing gains for America’s most-watched sport,” according to Brian Steinberg of VARIETY. NBC's "SNF" and ESPN's "MNF" retain their status "as two of TV’s most costly” programs for advertisers, but the average price for a 30-second spot on "SNF" fell 0.8% to $623,425 for this year, compared with an average of $628,000 in ‘13. Likewise, the average price of a 30-second spot on "MNF" fell nearly 2.5%, to $397,898 in ‘14. At a time of “massive audience shifts to digital media and streaming video, NFL football games have been something of a panacea for the TV industry.” CBS’ "TNF" averages $492,500 for a 30-second spot, "making it the second-most-expensive program for advertisers” on TV in ‘14. Meanwhile, ABC’s Saturday-night college football broadcast “saw its price rise 39% for this season.” But “others are making gains,” including scripted programming. AMC’s “The Walking Dead” averages $413,695 "for a package of ads across several runs of an episode," marking a 26.9% hike compared to the show's price last season (VARIETY.com, 9/30).

DO NUMBERS LIE? The figures cited by Variety for 30-second spots around NFL programming differ somewhat from figures reported by Ad Age last week (THE DAILY).

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