Unit costs for prime-time commercials on network television dropped 15% in the fourth quarter, a media buyer said.
The average spot cost $122,133 according to media agency TargetCast tcm. That finding was based on an analysis of data from SQAD Inc.’s NetCosts system, which gets pricing information from participating client invoices.
The price of a spot on CBS fell 22%; spots on NBC dropped 13%; ABC ads were 10% lower and Fox’s unit prices declined 6%, according to the analysis.
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