Oct 19, 2010
Advertisers that have been “waiting all day for a Sunday night” better be prepared to shell out a substantial amount of money, according to an annual survey conducted by AdAge.
The survey which gives general price indicators for prime time shows on the five major networks had 30 second ads for NBC’s Sunday Night Football commanding an average of $415,000. NBC’s pregame show, Football Night in America, commanded an average of nearly $95K per 30 second spot.
A sign that any lingering effects of the economic recession are seemingly in the past, a 30 second SNF ad’s averaged only $339,700 last year, up 22% for 2010.
SNF is by far the most expensive program for the first half of the television season, and leads all shows, except American Idol’s live and results shows, in terms of ad price. The high ad price continues to show that advertisers are willing to pay large amounts of money for live sporting events — TV viewers want to watch the games in real time and due to that fact, viewers stay glued to the set, even during the ads.
More on the survey, from AdAge,
The prices are directional indicators, not the price that every advertiser pays for a 30-second spot. The estimates are based on what advertisers paid for ad time during this year’s upfront market, during which marketers commit to advertising months or weeks in advance, in exchange for locking down price guarantees. The market for scatter advertising, or ads purchased much closer to air date, has been robust, so prices are likely to have risen (and in the frenzied first weeks of the new TV season the networks have also moved or canceled some shows).
And it’s worth noting that most TV advertising is typically purchased as part of larger negotiations, not on a one-off basis. Prices often depend on the advertiser’s relationship with the network, the volume of inventory being purchased and the presence of nontraditional advertising, such as product placements. Indeed, prices can vary by as much as 25% to 40%, depending on any number of factors, one media-buying executive suggested.
Makes you wonder how much they pay for the Faith Hill intro, now…doesn’t it?
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