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SQAD MediaCosts: Digital – Expanded Websites

With the December 2019 update to MediaLogic: WRAP PRO we will be expanding our total site reporting capabilities to the top 200+ most-popular sites for advertisers. This expansion brings more than 100 news sites for analysis.

See the following highlight list for some of the leading sites in each category. There is a lot more to see in this recent update, so contact your SQAD representative to get a peek at the new reporting capabilities.

DISPLAY

AUTOMOTIVE

  • AutoTrader.com
  • CarGurus
  • Cars.com
  • Edmunds.com

HEALTH & WELLNESS

  • Everyday Health
  • HealthGrades.com
  • Healthline
  • Map My Fitness
  • Under Armour
  • WebMD

NETWORKS

  • AdTheorent
  • Amazon
  • Foursquare
  • Google
  • Hearst
  • MediaMath
  • Teads.tv
  • The Trade Desk
  • Viant/Time Inc.

TRAVEL

  • Expedia
  • Kayak
  • The Weather NetworkWaze
  • weather.com
  • WeatherBug

ENTERTAINMENT

  • ABC
  • AMCtv Websites
  • BET
  • Billboard
  • BuzzFeed
  • CBS
  • Crackle
  • Discovery Channel
  • Disney.com
  • GQ Magazine
  • Hulu
  • iHeartRadio
  • Live Nation Music Websites
  • Nat Geo
  • NBC
  • Pandora.com
  • Spotify
  • The Hollywood Reporter

SPORT

  • Bleacher Report
  • ESPN
  • Golf
  • MLB.com
  • NASCAR (c)
  • NBC Sports
  • NFL.com

GAMING

  • IGN Gaming
  • TwitchTV

NEWS

  • Atlanta Journal-Constitution
  • Barron’s
  • BBC
  • Bloomberg.com
  • Forbes.com
  • New York Times
  • The Business Journals
  • The New York Times
  • USATODAY.com
  • Vice
  • Wall Street Journal Online
  • Washington Post

SOCIAL

  • Evite
  • Reddit.com
  • Twitter
  • CafeMom
  • Facebook
  • LinkedIn
  • Snapchat

VIDEO

CTV

  • ABC
  • Amazon
  • AMCtv
  • CBS
  • ESPN
  • Fox
  • Hulu
  • NBC
  • Roku
  • Cwtv.com
  • Univision
  • Telemundo

AD NETWORKS

  • BrightRoll
  • Samba TV
  • YuMe
  • VoxMedia.com
  • The Trade Desk
  • Katz Media Group
  • Verizon Media

NEWS

  • Atlanta Journal-Constitution
  • Barron’s
  • BBC
  • Bloomberg.com
  • Forbes.com
  • New York Times
  • The Business Journals
  • The New York Times
  • USATODAY.com
  • Vice
  • Wall Street Journal Online
  • Washington Post
By |November 25th, 2019|MediaCosts Update|0 Comments

Average :30 Ad Costs for World Series Drop in Later Games

 

With the excitement of the World Series in high gear, the SQAD Data Team decided to take a look at the 2017 and 2018 World Series ad cost numbers to see what insights could be found.

Organizing a comparison on the first 5 games in the series revealed some interesting analysis. Right off the top, we noticed that the high-average for a 30-second ad cost remained consistent year-over-year for the first four games of each series.

 

Here are some data points that jumped out from the report:

  • There was a steep increase in 30-second average ad costs for the 2018 World Series
  • Ad costs for a 30-second advertising during Game 5 of the 2018 World Series were $373,416
  • In 2017, the Game 5 average ad cost was $269,545 in 2017
  • There was a 32% increase year-over-year from 2017 to 2018 in Game 5

The main takeaway in the numbers is that the total average for ad costs in 2018 was up from 2017. Because the 2018 series was only 5 games, the comparison of 2017 to 2018 is an inconsistent comparison.

In the final 2 games of the 2017 World Series, average high 30-second ad costs were $222,409 for Game 6 and $263,834 for Game 7 (data not shown in graph). Compared to the other 5 games in the 2017 series, overall ad costs were down 19% in Game 6 and 2% in Game 7. The final games of the 2017 World Series experienced a steep drop-off.

All data provided by SQAD MediaCosts: National (NetCosts). For more information, please visit our website: www.sqad.com/mediacosts/national

By |October 15th, 2019|SQAD Data Reports|0 Comments

Boycotts and The Tucker Carlson Report

With the call for boycotting programs and personalities on television becoming a regular part of the media cycle, the SQAD Data Team decided to look in to the numbers for the latest subject of a boycott call, Tucker Carlson on FoxNews.

In looking at the impact of boycotts on his television program we wanted to see whether the program had been impacted, negatively or positively, by recent calls for advertiser boycotts.

SUMMARY

Based on SQAD MediaCost National data, The Tucker Carlson Report has not seen any significant decrease in COMBINATION ad costs, as they are nearly double from a year ago. During this time, there have been at least two boycotts, yet costs for an ad continue to rise.

In reviewing the trend average for combination (average of Scatter and Upfront ad buys) ad costs during Tucker Carlson’s program, we can see the following insights emerge:

  • Average 30-second ad costs reached $21,878 in July 2019
  • Ad costs were up 68% from the year before – $11,099 in July 2018
  • There were at least two boycotts between July 2018 and July 2019

In comparison, The Tucker Carlson Report also saw larger increases in total ad costs compared to other popular primetime programs, including The Rachel Maddow Show and The Ingraham Angle.

  • Average 30-second ad costs for The Rachel Maddow Show reached $10,044 in July 2019
  • In July 2018 Maddow’s average ad costs were $8,292
  • Ad costs for The Rachel Maddow Show peaked in November 2018, at $13,561
  • Overall, Maddow’s average ad cost has seen a 30% drop since November 2018

All data provided by SQAD MediaCosts: National (NetCosts). For more information, please visit our website: www.sqad.com/mediacosts/national

By |August 29th, 2019|SQAD Data Reports|0 Comments

Data Report: FIFA World Cup Ad Cost Analysis

With the hype and excitement of the FIFA Women’s World Cup in full swing, the SQAD Data Team decided to take a comparative look at the overall ad revenue power of the Men’s championship game versus the women’s over the past two cycles.

SUMMARY

For the first time, the average cost of a 30-second ad unit in the Women’s World Cup Finals surpassed the average cost of the 30-second ad in the men’s final from 2018. This is a marked difference from prior tournaments in 2014 and 2015, where the average cost of a 30-second unit in the Men’s Final significantly exceeded that of its female counterpart.

2018-2019 ANALYSIS

2018 MEN’S 2019 WOMEN’S
DATE AVG. : 30 DATE AVG. :30
July 15th $437,707 July 7th $506,665

Fox broadcast the finals for the 2018 Men’s World Cup, as well as the 2019 Women’s World Cup. Here are some data points that jumped out from the report:

  • Fox charged $506,605 for a 30-second ad during the women’s World Cup finals in 2019
  • The average ad cost for the 2018 Men’s final were $437,707
  • Ad costs for the 2019 women’s World Cup finals were up 15% from the 2018 men’s World Cup finals.

The main takeaway in the numbers is that not only did the US Women’s team accomplish a record-breaking win in the finals of the 2019 games, they also shattered the established convention that the Men’s contest has a higher value for advertisers.

2014-2015 ANALYSIS

2014 MEN’S 2015 WOMEN’S
DATE AVG. : 30 DATE AVG. :30
July 13th $491,539 July 5th $256,262

ABC broadcast the finals for the 2014 Men’s World Cup, and FOX broadcast the 2015 Women’s World Cup. Here are some data points that jumped out from the report:

  • In 2014, ABC charged $491,359 for a 30-second ad during the men’s World Cup
  • FOX only charged $256,262 for the women’s World Cup final in 2015, despite participation from the US women’s team
  • Viewership for the Women’s final was as high as 26 million, according to Statista
  • Ratings for the Women’s final 25% higher than the Men’s final – of 17.3 million viewers

The main takeaway in the numbers is that the ad revenue was 63% lower for the 2015 Woman’s final than the 2014 Men’s final despite having 25% more viewers. Also telling is the fact that the 2018 Men’s final average ad cost was 11% less than the previous contest in 2014.

All data provided by SQAD MediaCosts: National (NetCosts). For more information, please visit our website: www.sqad.com/mediacosts/national

By |August 4th, 2019|SQAD Data Reports|0 Comments

Fox’s Women’s World Cup final ad spots went for US$506k

By: Sam Carp
July 29, 2019

…The cost, which SQAD said reflects the price paid in the upfronts and scatter markets, was also almost double the US$256,262 that Fox brought in per ad when the US women’s national team (USWNT) won the international tournament in 2015, beating Japan 5-2 in the final…

Read more at: SportsPro.

By |July 29th, 2019|In The News|0 Comments

Women’s World Cup team has set a new standard in sports

By: Claire Atkinson
July 26, 2019

…Fox was able to charge more than $506,000 per 30-second commercial in the women’s final, according to the data firm Sqad, while the men’s final the previous year brought in $437,000…

Read more at: NBC News.

By |July 26th, 2019|In The News|0 Comments

Report: CNN Is Seeking a $300,000 Commitment Upfront…

By: A.J. Katz
July 25, 2019

…Compare that with a 30-second ad in CNN’s prime time daypart, which over the last few months has cost between $7,000 and $12,000, according to SQAD MediaCosts…

Read more at: AdWeek.

By |July 25th, 2019|In The News|0 Comments

CNN Seeks $300,000 Commitment To Buy Ads…

By: Brian Steinberg
July 24, 2019

…while a 30-second spot airing in the debates is seen costing around $110,000. A 30-second ad in CNN’s primetime programs has over the last few months cost between $7,000 and $12,000, according to SQAD MediaCosts…

Read more at: Variety.

By |July 24th, 2019|In The News|0 Comments

British Open Upfront Unit Costs Relatively Static From 2016 to 2018

The professional golf championship race is in full swing, with the British Open taking place July 18 – marking the third major tournament of the year. The SQAD Data Team decided to jump into the three-year historical trends for three of the major golf championship contests to see where each stands with average ad costs.

SUMMARY

In reviewing the Upfronts costs for the past three years, we made a surprising discovery. While the average Upfronts unit cost for British Open advertising have remained relatively static from 2016 through to 2018, the average Upfronts unit costs for the PGA Championship and the U.S Open saw declines during the same time period.

BRITISH OPEN

Here are a couple of insights from the upfront ad cost data for day 1 of the British Open:

  • Day one of the British Open was down a mere 1.7% from 2016 to 2018
  • The 2018 Upfront average for the British open came in at $98,405
Date Time Upfront Average
July 16, 2016 9:00am $100,064
July 22, 2017 9:00am $100,396
July 21, 2018 9:00am $98,405

PGA CHAMPIONSHIP

Here are a couple of insights from the upfront ad cost data for day 1 of the PGA Championship:

  • Day one of the PGA Championship dropped 38% from 2016
  • Prices for a 30-second ad for the opening day in 2018 were $126,050 for the PGA Championship
Date Time Upfront Average
July 30, 2016 2:00pm $194,879
August 12, 2017 2:00pm $186,185
August 11, 2018 2:00pm $126,050

US OPEN

Here are a couple of insights from the upfront ad cost data for day 1 of the US Open:

  • Day one costs for the US Open were down 39% from 2016
  • Prices for a 30-second ad for the opening day in 2018 $49,024 for the US Open.
Date Time Upfront Average
June 16, 2016 5:00pm $80,019
June 15, 2017 7:00pm $60,857
June 14, 2018 5:00pm $49,024

All data provided by SQAD MediaCosts: National (NetCosts). For more information, please visit our website: www.sqad.com/mediacosts/national

By |July 20th, 2019|SQAD Data Reports|0 Comments

Hulu: CPM Pricing Sinks, Overall Ad Revenues Climb

By: Wayne Friedman
May 17, 2019

At the same time, SQAD also says Roku, another growing video platform, has seen a 8% gain in CPMs in the first quarter to $38.00. For the same period, YouTube had 18% growth to $23.40. Looking at overall connected TV platforms…

Read more at: MediaPost.

By |May 17th, 2019|In The News|0 Comments