Of the 25 fall shows across ABC, NBC, CBS, Fox, The CW and Amazon Prime Video returning from last year's TV pricing chart, 23 showed declines in the unit price for a 30-second commercial. “With ratings down, unit costs come down,” said a leading media agency executive. “That is often counteracted by [pricing] inflation, bringing unit costs back up. But this year, CPMs [or the cost per thousand viewers] were down as well, so it's a double whammy on unit costs,” which are calculated by agencies by a primetime show's CPM and the expected audience.
As you may expect, the NFL continues to dominate primetime linear TV advertising - at an average unit cost of $882,079, Sunday Night Football is the most expensive slot. Monday Night Football is $562,524 per 30-seconds and Thursday Night Football is $440,523. Moving further down the list, "60 Minutes" looks like a relative bargain at $117,939 per unit, as well as "The Masked Singer" at $80,699.
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