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Network TV Scatter vs. Spot TV Cost Comparison A25-54 CPMs Q1 2009-Q2 2012 TVB Analysis of SQAD National and Local Market Cost Estimate Data 1 Updated.

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Presentation on theme: "Network TV Scatter vs. Spot TV Cost Comparison A25-54 CPMs Q1 2009-Q2 2012 TVB Analysis of SQAD National and Local Market Cost Estimate Data 1 Updated."— Presentation transcript:

1 Network TV Scatter vs. Spot TV Cost Comparison A25-54 CPMs Q Q TVB Analysis of SQAD National and Local Market Cost Estimate Data 1 Updated with Q Data

2 “Why should I use Spot TV when I can buy Network for the same cost as the top 20 markets and get the other 190 for free?” 2

3 Scatter Network/Spot Variables Quarter Daypart Demo Q-to-Q and Y-to-Y Changes Volatility Political 3

4 Scatter Network/Spot Consistencies TSA Viewers/DMA Viewers SQAD 3 rd Party Data Media Market Guide National Report Media Market Guide Local Edition 4

5 Network Scatter vs. Spot TV CPM A Quarter Average Cost Comparisons – Q1/09-Q2/12 5

6 Early Morning A25-54 CPM — Network Scatter vs. Spot 6

7 Early News A25-54 CPM — Network Scatter vs. Spot 7

8 Primetime A25-54 CPM — Network Scatter vs. Spot 8

9 Primetime/Prime Access A25-54 CPM — Network Scatter vs. Spot 9

10 Late Night A25-54 CPM — Network Scatter vs. Spot 10

11 Late Night/Late News A25-54 CPM — Network Scatter vs. Spot 11

12 Cable News vs. Spot Early Morning A25-54 CPM 12

13 Syndication Scatter vs. Spot Access A25-54 CPM 13

14 “Why should I use Spot TV when I can buy Network for the same cost as the top 20 markets and get the other 190 for free?” 14

15 2nd Quarter 2012 Network Scatter vs. Spot TV — CPM A25-54 NetworkSpot DMASpot TSA Early Morning$22.87$17.92$13.26 Early News Prime Late Night Total$132.47$110.25$

16 2nd Quarter 2012 Spot TV CPM Projections vs. Network Scatter SQAD A25-54 DMA CPM Basis 16 MarketsEarly MorningEarly NewsPrimeLate Night 1-10$18.88$24.47$63.87$ Network Scatter$22.87$25.24$48.25$36.11

17 2nd Quarter 2012 Spot TV CPM Projections vs. Network Scatter SQAD A25-54 TSA CPM Basis 17 MarketsEarly MorningEarly NewsPrimeLate Night 1-10$15.01$19.38$50.41$ Network Scatter$22.87$25.24$48.25$36.11

18 A25-54 CPM Change 2Q 2012 vs. 1Q 2012 NetworkSpot DMASpot TSA Early Morning+22%+23% Early News+29%+23% Prime+38%+20% Late Night+29%+12% 18

19 A25-54 CPM Change 2Q 2012 vs. 2Q 2011 NetworkSpot DMASpot TSA Early Morning+1%+9% Early News+2%+6% Prime+3%+15%+16% Late Night+4%+7% 19


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