Welcome!

News Feed Item

SQAD Data Finds In-Stream Video Ads 38% More Expensive Than Cable TV Ads In 2013

-- Network Prime Time TV Ads Are Most Expensive - Up 5% from 2012 --

TARRYTOWN, N.Y., March 26, 2014 /PRNewswire/ -- SQAD, the largest independent source in the US for TV, radio and digital costs and analysis, today announced the results of its in-depth study of 2013 advertising costs for TV and the Internet.  For the first time ever, SQAD has created a comparison of four of its Media Databases from a CPM perspective: Display, Cable TV, Network TV and In-Stream Video.  Utilizing SQAD's WebCosts and NetCosts databases, SQAD determined that the average CPM for an in-stream online video advertisement in 2013 was $23.03, or 38% higher than the average A18-49 CPM for Cable TV. In this period, Network TV was the most expensive advertising medium with an average CPM of $44.11. Display ads trailed the pack with an average CPM of $10.88, and were 72% percent cheaper than in-stream video.

Network TV Commands The Highest CPM Followed by In-Stream Video

The average cost for both Network and Cable TV ads increased in 2013.  The average A18-49 CPM for a network primetime ad in 2013 was $44.11, up 5% from $41.92 in 2012. Cable TV primetime A18-49 CPMs were also up 5% to $15.63 in 2013 from $14.90 in 2012.

"In many cases, online premium video inventory is still somewhat limited, so it's not that surprising that rates are high right now," said Neil Klar, CEO of SQAD. "Broadcast TV networks command premium CPMs because of their reach and programming, and they have leveraged those commodities to obtain upper tier in-stream video CPMs."

Of the sites reported in the In-Stream Video CPM classification, TV Network Websites commanded top positions.  In 2013, the combined average CPM for NBC Universal, CBS Television, and ABC Television was about $30.00, more than $6.00 over the $23.00 all category, in-stream average.

The average display CPM in 2013 was relatively flat year-over-year, showing a slight dip of ten cents from 2012, and representing a decrease of less than 1%. 

"For direct, non exchange, display buys pricing has remained relatively steady over the past three years, and branded content sites continue to perform well," said Tom Adams, Director of SQAD WebCosts.

WebCosts has been tracking real display CPMs every month since January 2010, and in-stream video CPMs since the begging of 2013, is the only unbiased source of in-stream video costs in the advertising industry.

About SQAD

SQAD® is recognized as the industry standard media cost forecasting source for national TV (NetCosts™—network TV, cable and syndication), Spot TV, Hispanic Spot TV Plus, Spot Radio and the Internet (WebCosts®). SQAD provides reliable media data to advertising agencies, buying services, advertisers, television and radio stations, cable operators, program syndicators and Internet publishers. SQAD enjoys strong partnerships with market leaders in both data and analytics. Established in the 1970s, SQAD serves 1,500 clients and is privately held.

CONTACT: Stephanie Dressler, 646.808.3701, [email protected]

Photo - http://photos.prnewswire.com/prnh/20140326/NY91178

SOURCE SQAD

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Predictive analytics tools monitor, report, and troubleshoot in order to make proactive decisions about the health, performance, and utilization of storage. Most enterprises combine cloud and on-premise storage, resulting in blended environments of physical, virtual, cloud, and other platforms, which justifies more sophisticated storage analytics. In his session at 18th Cloud Expo, Peter McCallum, Vice President of Datacenter Solutions at FalconStor, discussed using predictive analytics to mon...
"We are an all-flash array storage provider but our focus has been on VM-aware storage specifically for virtualized applications," stated Dhiraj Sehgal of Tintri in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to business. Some of these people have never used a monitoring tool before. They have a question on their mind like “How is my application doing” but no id...
@GonzalezCarmen has been ranked the Number One Influencer and @ThingsExpo has been named the Number One Brand in the “M2M 2016: Top 100 Influencers and Brands” by Onalytica. Onalytica analyzed tweets over the last 6 months mentioning the keywords M2M OR “Machine to Machine.” They then identified the top 100 most influential brands and individuals leading the discussion on Twitter.
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...
In IT, we sometimes coin terms for things before we know exactly what they are and how they’ll be used. The resulting terms may capture a common set of aspirations and goals – as “cloud” did broadly for on-demand, self-service, and flexible computing. But such a term can also lump together diverse and even competing practices, technologies, and priorities to the point where important distinctions are glossed over and lost.
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of Soli...
"We're a cybersecurity firm that specializes in engineering security solutions both at the software and hardware level. Security cannot be an after-the-fact afterthought, which is what it's become," stated Richard Blech, Chief Executive Officer at Secure Channels, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
"IoT is going to be a huge industry with a lot of value for end users, for industries, for consumers, for manufacturers. How can we use cloud to effectively manage IoT applications," stated Ian Khan, Innovation & Marketing Manager at Solgeniakhela, in this SYS-CON.tv interview at @ThingsExpo, held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA.
Information technology is an industry that has always experienced change, and the dramatic change sweeping across the industry today could not be truthfully described as the first time we've seen such widespread change impacting customer investments. However, the rate of the change, and the potential outcomes from today's digital transformation has the distinct potential to separate the industry into two camps: Organizations that see the change coming, embrace it, and successful leverage it; and...
Join Impiger for their featured webinar: ‘Cloud Computing: A Roadmap to Modern Software Delivery’ on November 10, 2016, at 12:00 pm CST. Very few companies have not experienced some impact to their IT delivery due to the evolution of cloud computing. This webinar is not about deciding whether you should entertain moving some or all of your IT to the cloud, but rather, a detailed look under the hood to help IT professionals understand how cloud adoption has evolved and what trends will impact th...
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, discussed the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
We are always online. We access our data, our finances, work, and various services on the Internet. But we live in a congested world of information in which the roads were built two decades ago. The quest for better, faster Internet routing has been around for a decade, but nobody solved this problem. We’ve seen band-aid approaches like CDNs that attack a niche's slice of static content part of the Internet, but that’s it. It does not address the dynamic services-based Internet of today. It does...
Internet of @ThingsExpo, taking place June 6-8, 2017 at the Javits Center in New York City, New York, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo New York Call for Papers is now open.
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...