The three most expensive broadcast programs for 30 seconds of ad time "continue to be NFL games" during the '17-18 TV season, and there is "no sign of that changing, despite the creep of politics and safety concerns into the league," according to Jeanine Poggi of AD AGE. Advertisers "remain comfortable paying more for less." On average, a 30-second commercial in broadcast primetime for the '17 NFL season "costs $134,009, up 6% from $126,333 last season." Meanwhile, primetime viewership "keeps falling." CBS, ESPN, Fox and NBC averaged a cumulative 8.1 rating in the advertiser-coveted 18-to-49 demo last season. However, supply and demand "continues to work in networks' favor." The "most expensive program in broadcast this season" is NBC's "SNF," with an "average price for 30 seconds of ad time hovering just under $700,000, up 4% from $673,644 last season." CBS and NBC broadcasts of "TNF" are "tied for No. 2, averaging about $550,000 for 30 seconds." Poggi wrote it is "worth noting that Fox's late-national NFL games, which are not technically in prime time, averaged nearly $716,000 for a 30-second spot." ESPN's "MNF" commanded "about $425,000 for commercial time" (ADAGE.com, 10/2).
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COST OF 30-SECOND SPOTS FOR PRIMETIME SPORTS ON BROADCAST TV
|
|
NET
|
PROGRAM
|
'17 PRICE
|
'16 PRICE
|
% CHANGE
|
|
NBC
|
"Sunday Night Football"
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$699,602
|
$673,664
|
4%
|
|
NBC
|
"Thursday Night Football"
|
$550,709
|
$485,695
|
13%
|
|
CBS
|
"Thursday Night Football"
|
$549,791
|
$522,910
|
5%
|
|
ABC
|
"Saturday Night Football"
|
$97,004
|
$87,804
|
11%
|
|
NBC
|
"Football Night in America"
|
$83,565
|
n/a
|
n/a
|
|
Fox
|
"Fox Sports Saturday: College Football"
|
$82,599
|
n/a
|
n/a
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STOP SIGN: In Newark, Sophie Nieto-Munoz reports New Jersey-based Flemington Car and Truck Country has "pulled the dealership's ads" from broadcasts of NFL games for the remainder of the '17 season. Owner Steve Kalafer in a statement said, "The National Football League and its owners have shown their fans and marketing partners that they do not have a comprehensive policy to ensure that players stand and show respect for America and our flag during the playing of the national anthem. We have cancelled all of our NFL advertising on the Optimum and Infinity (cable) networks." Kalafer is also "part of the Somerset Patriots' ownership group, an independent professional baseball team." Kalafer "decided to pull the ads on Thursday after he said employees and customers commented on the disrespect they felt" from players who have protested. He said, "I'm talking to 99-percent of (my) contacts, and they agree that it's disrespectful, it's improper. We couldn't support the lack of direction. ... Owners buried their heads in the sand when (Colin) Kaepernick was kneeling. That was the time and place for direction and leadership, and that's why this controversy is taking place" (
Newark STAR-LEDGER, 10/3).
