TVB has updated our running analysis of the cost comparisons of Spot TV and Broadcast network scatter to include 4th quarter SQAD estimates. Overall the story is positive for Spot. We have shown single digit CPM increases in most dayparts vs. same quarter last year. This is significant because of the positive pressure political advertising had on inventory last 4th quarter. This growth was achieved in all dayparts except Early News (a political favorite) where the A2554 CPMs were down 2%.
Despite Spot’s growing pricing power, our position vs. Network CPM’s improved both on a year to year 4th quarter basis and also comparing our relative position vs. Network in 3rd quarter 2013. It’s always good news when you improve your own pricing and simultaneously improve your comparative position with our national network competitor!
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