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Volume 26 No. 201
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Have Ad Prices Hit A Ceiling For NFL Primetime Game Windows?

TV's "biggest property" -- the NFL -- might have "hit a ceiling in commercial prices, at least for now," according to Jeanine Poggi of AD AGE. After two years of "price hikes" for a 30-second spot on NBC's "SNF," those increases have "stalled this season." Advertisers are "paying $665,677 on average for a 30-second spot in the broadcast, about $30,000 less than the $699,602 advertisers paid last year." Still, "SNF" remains "by far the most expensive TV show for advertisers (excluding Fox's late-national NFL games on Sunday afternoons, which are not technically in prime time and average over $700,000 a pop)." The "TNF" package on Fox has experienced the "same lull as Sunday nights." Advertisers are "paying $434,078 on average for a commercial" on "TNF," compared with about $550,000 for the games on CBS and NBC last year. During the '17-18 TV season, "TNF" across CBS and NBC "tied for second place among broadcast's most expensive shows, again deadlocked for No. 2, this time with NBC's 'This Is Us'" (ADAGE.com, 10/2).

NET
PROGRAM
DAY/TIME (ET)
'18 PRICE
'17 PRICE
% CHANGE
NBC
"Sunday Night Football"
Sunday 8:00pm
$655,677
$699,602
-5%
Fox
"Thursday Night Football"
Thursday 8:00pm
$434,078
n/a
n/a
ABC
College football
Saturday 8:00pm
$92,936
$97,004
-4%
Fox
College football
Saturday 8:00pm
$67,277
$82,599
-19%
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Ad Prices