Your momma is so old she watches the difference in pricing for a 30 second spot on 's vs. : $419K vs. $248K according to the Fall season Advertising Age survey. I speculated that the price differential probably wasn't completely based on the 18-49 category because there was only about a 9% difference there, and the premium is significantly higher than 9%.instead of 's ? I'm trying to learn what advertisers value. Earlier I questioned
I went digging around and found this ABC press release issued last Friday which played up that 's had a 43% ratings advantage among adults aged 18-34, where 's had 9.0 w/23 share. Among women 18-34 's pulled a stellar 13.4 rating and a 30 share (of women 18-34 with their TV's turned on, 30% of them were tuned into Grey's).
I'm guessing that it's these metrics that are justifying the premium. As a % of the Grey's pricing the difference of 171K between the cost for the two shows is about 40%. I can see where advertisers would value the 18-34 segment on a "they're still young and can hopefully be influenced by us" basis. If that's the case, from that perspective the premium doesn't seem that outrageous. Althoughhad 20% more viewers, they were older.
Nielsen's estimates for this season include a total of about 67m people in the 18-34 category and around 131m in the 18-49 group Each segment is fairly evenly split between males and females. While the 18-49 demo is surely important, it would appear that the 18-34 demo is more important. Sadly, we do not receive weekly information from Nielsen breaking out that demo, but we'll look for the press releases.