CTV Report
Linear Ad Prices Drop for 62% of Returning TV Shows
by Frankie Karrer2 min read
Abstract
- Primetime linear TV ad prices are dropping for all content types except sports broadcasts. Out of 53 returning network shows, ad prices fell for 33.
- NFL games hold the top ad spots across tracked channels, with NBC’s “Sunday Night Football” leading at over $1 million per 30-second spot, a 14% increase from last year.
- Prime Video is steadily claiming a share of top ad revenue, especially for sports content like “Thursday Night Football.”
- Political spending has boosted ad rates for primetime sports, but with election season winding down, traditional TV’s ability to hold ad value will be tested.
As advertisers and viewers alike make the switch to streaming, we’re seeing an undeniable shakeup in TV ad prices. According to EMARKETER, ads on traditional primetime TV are actually dropping in price against 33 of the 53 network shows returning to air. Sports content seems to be the exception — the price for a 30-second spot on top football broadcasts like NBC’s “Sunday Night Football” is still climbing with spots now reaching over $1 million, a 14% increase from last year. Meanwhile, the rest of linear TV’s lineup is feeling the pressure, with ad rates falling across most network shows.
Prime Video’s success thanks to valuable sports content like “Thursday Night Football” is a clear example of streaming’s rise. While election spending may have inflated some of this year’s ad prices on linear TV, the broader trend is that brands are putting more of their ad budgets into CTV. A lack of scripted shows in the top ad spots signals a bigger shift toward reality and live content, and as streaming services continue to invest in both, it’s clear that CTV is becoming the go-to for advertisers looking to reach a digital-first audience.
Connected TV in the News
Smart TVs Are the Most Popular CTV Device in the US
EMARKETER
67.5 million U.S. households use smart TVs, making it the top device among Connected TV households across the country.
More Than Half of Streaming Viewers Subscribe to AVOD
MNTN Research
Ad-supported streaming continues its rise as more people seek out affordable ways to watch their favorite shows and movies.
Roku’s CTV Device, Platform Dominance Faces Growing Competition in Q3
MediaPost
Roku has seen a sharp drop in Connected TV device and platform share, but it still has a comfortable lead over competitors when it comes to the share of open programmatic CTV ads.
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