Question

Topic: Advertising/PR

Cost For Running A National 30 Second Spot

Posted by ipawlowski on 9/3/2010 at 2:58 PM ET 125 Points
What's a ballpark cost for running a daytime 30 second TV spot on a national station? (in the US)
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  • Posted by ipawlowski on 9/3/2010 at 3:44 PM Author
    Phil - I'm not concerned with production costs right now. I need a cost estimate for running an ad during a morning show or soap opera time slot (hence - less expensive day part) - to cross compare the cost per touch and ROI with other forms of marketing and advertising.

    Thanks.
  • Posted on 9/4/2010 at 8:18 AM Moderator
    It also depends on the ratings for whatever program you buy. You generally pay on a CPM basis. And if you buy cable, you also have the option to buy market groups (essentially local cable, but in many markets), and the cost can be substantially lower than a national buy.

    And then there's the issue of volume. If you buy 100 spots, the cost per spot will be less than if you buy 2. So it's important to get the cost for what you're actually going to do.

    Suggestion: Go to Spot Runner's website (www.spotrunner.com) and use their cost estimator. It will let you build the schedule you think you want, and it will show the CPM. Then you can use that as a basis for your comparison.
  • Posted by Markitek on 9/4/2010 at 3:53 PM Accepted
    The info you want is everywhere

    This from

    https://www.contactmusic.com/news.nsf/story/ad-prices-tumble-at-tv-networks...

    for 2008

    "The average 30-second spot on a network TV show during the first three months of this year cost $125,634, down 12 percent from the same"

    This one:

    https://www.gaebler.com/National-TV-Spot-Ad-Costs.htm

    presents a fine tutorial on the basics, including some general price info

  • Posted by ipawlowski on 9/4/2010 at 11:25 PM Author
    Thanks all.

    I am actually aware of the points you've raised about the differences between network and cable, show ratings, etc.

    Hence, I asked for a ballpark figure for a 30 second, network national spot during off-prime (daytime) during a soap or morning show.

    The links you've shared talk about prime time spots, or an average that is skewed by high prime time costs. What I need is an estimate for the cheaper day part, during shows with lower ratings.

    Thanks.
  • Posted on 9/5/2010 at 3:01 AM Accepted
    Just from extrapolating, I'd guess the number is $45-75,000. Could be more or less, depending on the factors discussed above. Certainly more if you just buy one spot (if you can even get it on that basis). And if it's part of a bigger package, committed up-front, perhaps you can come in on the lower end.

    Lots of disclaimers, of course, but you seem to be fixated on getting a number.
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