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World Cup final ratings flop for Fox

By: Anna Nicolaou
July 17, 2018

Advertisers paid between $399,451 and $475,963 for 30-second sports during the broadcast of the final match, according to SQAD, a research company. This was about 12 per cent cheaper than the equivalent adverts for 2014’s final.

Without a US team to root for, the world’s largest brands, advertisers, and Fox tried hard to persuade Americans to watch the World Cup regardless. Volkswagen made light of the situation with an advert in which fans from Switzerland, Brazil and Argentina urged US viewers to cheer for their teams instead…

Read more at: Financial Times.

By |July 17th, 2018|In The News, News Room|0 Comments

World Cup Expects Lower Unit Pricing, Fox Earns Higher Revenues Overall

By: Wayne Friedman
July 12, 2018

Research company SQAD says advertisers have paid between $399,451 and $475,963 for 30-second spots during the broadcast of the championship’s deciding contest.

Croatia beat England 2-1 in extra time Wednesday. France topped Belgium 1-0 Tuesday.

Four years ago, when the 2014 World Cup Final aired on ABC, spots cost between $448,512 and $534,206, about 12% more than Fox is getting…

Read more at: MediaPost.

By |July 13th, 2018|In The News, News Room|0 Comments

Fox Nears Sellout for World Cup Final Match

By: Jon Lafayette
July 12, 2018

Fox Sports is nearing a sellout for the World Cup final between France and Croatia in Russia on Sunday.

As of Thursday morning there were two spots left and Fox says it has multiple offers for those units.

Prices appear to be rising as the tournament nears its conclusion, with at least one spot going for $750,000, according to Fox.

Research company SQAD said that through Wednesday, advertisers had paid between $399,451 and $474,963 for 30-second spots during the World Cup Final…

Read more at: Broadcasting & Cable.

By |July 12th, 2018|In The News, News Room|0 Comments

Fox Getting Up to $475K for World Cup Final Ads

By: Jon Lafayette
July 11, 2018

…Research company SQAD says advertisers have paid between $399,451 and $475,963 for 30-second spots during the broadcast of the championship’s deciding contest.

Croatia beat England 2-1 in extra time Wednesday. France topped Belgium 1-0 Tuesday.

Four years ago, when the 2014 World Cup Final aired on ABC, spots cost between $448,512 and $534,206, about 12% more than Fox is getting…

Read more at: Broadcasting & Cable.

By |July 11th, 2018|In The News, News Room|0 Comments

ABC Heats Up Summer

By: Wayne Friedman
June 27, 2018

…ABC has started the first month of the summer TV season with the best results among broadcast networks — in terms of viewership and program-specific unit advertising pricing…

According to SQAD, the advertising research company, ABC has also posted top results this summer for “The Bachelorette” in terms of 30-second unit pricing — from a low of $248,065 to a high of $295,401…

Read more at: MediaPost.

By |June 27th, 2018|In The News, News Room|0 Comments

DATA REPORT: 2018 Summer Program Premieres

The summer means it’s time to hit the beach, eat way too much ice cream, and of course, indulge in our guilty-pleasure TV shows. The SQAD Data Team looked into the ad costs for the premiere episodes of some of this season’s biggest premiers, and discovered the following comparison insights.

Of the broadcast programs we analyzed, ABC’s “The Bachelorette” came out as the leader for average unit costs with $248,065 – $295,401, showing advertisers to expect a strong showing for the 14th season. Also making a strong showing were several NBC shows including “America’s Got Talent”, “World of Dance”, and “American Ninja Warrior”, each of which brought in over $150,000 in average unit costs.

The table below ranks the shows by combination unit costs for premiere episodes, and provides the Low and High averages.

Program Network Low High
BACHELORETTE ABC $248,065 $295,401
AMERICA’S GOT TALENT NBC $222,868 $265,396
WORLD OF DANCE NBC $167,745 $199,755
MASTERCHEF FOX $111,842 $133,183
BIG BROTHER CBS $80,995 $96,451
UNDERCOVER BOSS CBS $61,998 $73,828
By |June 25th, 2018|SQAD Data Reports|0 Comments

5 Game Changers Every Advertiser Must Know in June 2018

SQAD POD: 5 Game Changers Every Advertiser Should Know – June 2018

Industry news and insights podcast curated from the world of advertising and marketing trends.

It’s that time of year when people are hitting the road for weekend getaways, soaking up the sun on the beach, and relaxing poolside with a cold drink. As temperatures heat up, so are trends in the advertising world. This month, we’re looking at AT&T’s acquisition of TimeWarner, Apple’s refocus on advertising, Google’s response to  GDPR, podcast advertising metrics, and P&G’s push for more female representation in their marketing teams.

1.The Newest Mega-Merger

After the closely watched six-week trial for AT&T’s proposed acquisition of Time Warner, the judge has finally spoken and the companies have wasted no time after officially receiving the green light. With the $85.4 billion deal finalized, it is hands-down one of the most significant media consolidations for the U.S. communications industry as it unites massive mobile, satellite, cable distribution & programming, broadband, and pay-TV providers into a massive powerhouse that will shake up the entire landscape. AT&T was already distributing content to their 159 million wireless subscribers and 40 million pay-TV subscribers, but with the merge, it now owns all the content under Time Warner (now known as WarnerMedia) including HBO, CNN, TBS, and more. AT&T had already brought in a CEO for advertising and analytics, as well as an ad tech veteran to serve as its CMO – both of which are gearing up to spring into action. Their goal is to create an automated advertising system for premium video and TV, similar to the way digital operates. The merged companies are bound to make a huge dent in the advertising world; estimates from an AdAge report show that together, they are the nation’s second-largest advertiser after Comcast.

2. Apple Resurrects Its Ad Service

Apple has risen to dominance in the device industry, establishing itself as a trendy, must-have brand for consumers of all ages. This isn’t to say its hardware is unrivaled, however, given today’s saturated market of smart phones and gadgets that are just as good (and in some cases better than Apple’s products), the company is making moves to put less focus on its hardware and pay more attention to its digital advertising business. Apple met with digital companies like Snap and Pinterest to talk about them being a part of an Apple ad network that will deliver paid ads to their platforms. Looking to work within the framework of the newly-minted GDPR guidelines, Apple does not plan on relying on third-party data, rather contextual data – placing ads based on how relevant it is on the given site page, and the keywords being used to search. Apple’s advertising move could be game changing as it puts up competition against the duopoly of Facebook and Google, both of which depend on third-party data. App Store promotional ads brought in $1 billion last year, and this year that number may tick up even higher.

3. GDPR Reveals Google’s Grip on Publishers

After the official deadline for the EU’s General Data Protection Regulation (GDPR) at the end of May, ad tech companies have seen their digital ad revenues take a nosedive, revealing to many the extent to which they are reliant on Google’s vast (and clearly problematic) data collection and mining processes. Not long before the new guidelines were officially rolled out, Google warned its ad tech vendors who use its DoubleClick Bid Manager that there may be disruptions in their campaigns; and in the hours after the new enforcement was enacted, the prophecies came true. Ad vendors and exchanges saw their ad demand dip substantially from 20 to 40 percent. Sure, when GDPR was still but a looming policy, advertisers were aware of its implications – but now that it is here, they’re seeing the real impact on ad inventory and revenue. Suppliers across the board have suffered after Google’s decision to join the policy, and although some ad revenues are bouncing back after the initial drop, not all advertisers are as successful in their rebounds. GDPR is causing a reshuffling of process and priority in the online advertising industry, and things are only going to become more complicated if the US follows suit.

4. Podcasts Lure More and More Advertisers

Many find podcasts a convenient way to consume media and information – you hop in your car and start NPR, begin your day with a dose of The Daily, wind down with an episode of Welcome to Night Vale. Podcasts have quickly become a staple, and advertisers are starting to see the value of placing sponsored content on the streams. However, what’s holding them back is the lack of reliable measurement standards, which is why podcasters want to eliminate advertisers’ hesitation by adopting the Interactive Advertising Bureau’s (IAB) new standard for podcast measurement. The guidelines demand more transparency and more accurate measurement of impressions. For example, a common practice has been to measure podcasts that are delivered through multiple files as separate downloads, thus artificially inflating the number of unique downloads. The IAB standards are meant to create a consistent and reliable means of leveling the playing field and ensuring advertisers get what they pay for. The short-term impact of transitioning to these new measurement standards is that advertisers may not be seeing the numbers they had been seeing previously, which were deflated and misleading. Several podcast companies are taking the lead in adopting the new standards with the hope that others will follow, which will ultimately change the game in podcast advertising, and subsequently give advertisers more reliable ROI measurements. In fact, IAB discovered in a recent study that U.S. podcast ad revenue increased 87% in 2018, and forecasts that it will reach $659 million by 2020, which is a 110% jump from this year.

5. Disrupting the Boys’ Club of Advertising

Things are certainly shaking up in the world of advertising, especially with the #MeToo movement serving as one of this year’s biggest catalysts. In an industry where agencies have long been dominated by male executives, brands are stepping forward to change the game and encourage women to take the spotlight. Proctor & Gamble is a prime example. As one of the world’s largest advertisers, it currently has women in only 10% of its director roles for its product commercials – and it wants to raise that number to at least 50% by 2023. To drive the game-changing initiative for greater equality, P&G will be partnering with Queen Latifah’s “Queen Collective” and other advertisers, including HP, to create short films produced by women that will then be promoted by P&G’s brands (Olay, Pantene, etc.). It has also joined forces with Katie Couric to support her new media company, which aims to produce content to more accurately depict women and other under-represented groups. P&G is making the moves to shift the narrative and empower women to bring change – change that will extend far beyond the advertising industry.

By |June 20th, 2018|Game Changers|0 Comments

Here’s How Much It Costs to Advertise in This Year’s NBA Finals

By: A.J. Katz
June 8, 2018

…The SQAD data team took a deep dive into the upfront data to analyze cost trends for the past five NBA Finals and put together some interesting findings.

Purchasing an ad for Game 1 of the 2018 NBA Finals wasn’t cheap. The high ad rate was $829,577, with a low rate of $690,909. That’s an upfront unit cost of $760,243.

According to SQAD, the cost to advertise this year versus 2017 was up 53 percent for Game 1, 26 percent for Game 2, 27 percent for Game 3, 20 percent for Game 4 and 27 percent for Game 5…

Read more at: Adweek.

By |June 8th, 2018|In The News, News Room|0 Comments

DATA REPORT: NBA Finals 5-Year Cost Trend Analysis

It’s game time! We’re right in the middle of the 2018 NBA Finals, where teams are competing in a series of best-of-seven games to determine who will be crowned the ultimate champion. In the midst of all the viewing parties and excitement, the SQAD Data Team took a dive into the upfront data for the games to analyze cost trends from the past several years.

5-Year Upfront Unit Cost Trends


2018 vs. 2014

Comparing 2018* to 2014, upfront unit costs for the NBA Final Games have increased across the board. The SQAD Data Team analyzed five years of upfront cost trends for the first five games of the NBA Finals.

Looking at ad prices for the games during this year against prices in 2014, upfront unit costs have experienced the following increases:

  • Game 1: 62%
  • Game 2: 42%
  • Game 3: 46%
  • Game 4: 48%
  • Game 5: 58%

The price for ads during Game 1 have seen the biggest jump, from an average of $429,011 – $510,155 in 2014 to $690,909 – $829,577 in 2018.

2018 vs. 2017

We also see increases for all five games when comparing this year’s games to last year’s. The cost to advertise this year is higher than 2017 by the following percentages:

  • Game 1: 53%

  • Game 2: 26%

  • Game 3: 27%

  • Game 4: 20%

  • Game 5: 27%

Again, the price for ads during Game 1 have jumped the most, from an average of $454,276 – $542,708 last year to $690,909 – $829,577 this year.

The following table breaks down the range of low and high ad costs from five years of the NBA Final Games.

2014 2015 2016 2017 2018
Low High Low High Low High Low High Low High
Game 1 $429,011 $510,155 $455,714 $538,426 $464,936 $557,014 $454,276 $542,708 $690,909 $829,577
Game 2 $434,258 $516,394 $432,719 $511,257 $452,202 $541,758 $490,356 $585,812 $614,139 $737,399
Game 3 $424,925 $505,297 $441,121 $521,185 $520,628 $623,736 $487,842 $582,808 $616,238 $739,920
Game 4 $414,972 $493,460 $419,444 $495,574 $458,911 $549,795 $510,960 $610,426 $609,196 $731,464
Game 5 $434,925 $517,187 $410,998 $485,594 $521,716 $625,038 $538,400 $643,208 $682,804 $819,846
*These are preliminary numbers as of June 5, 2018 – contributing advertisers are still in the process of inputting transaction buys to the SQAD MediaCosts: National system.
By |June 6th, 2018|SQAD Data Reports|0 Comments

DATA REPORT: Ad Cost Trends for “Roseanne” Reboot

Although the “Roseanne” reboot on ABC did not sail through the season without controversy, the network was able to dodge past most of the fire. It wrapped up the season with average ad unit costs 50% higher than its premiere, and took the spotlight at the freshly concluded TV upfronts. There was much for both advertisers and viewers to look forward to in the next season of the show… until it was canceled by ABC amid controversy around the show’s star, Roseanne Barr.

The SQAD Data Team pulled numbers from our MediaCosts: National data to show trends related to advertiser engagement.


Cost Trends for “Roseanne” Reboot


 Episode Date Low High
Episode 1/2 3/27/2018 $153,129 $183,863
Episode 3 4/3/2018 $129,383 $155,351
Episode 4 4/10/2018 $98,120 $117,814
Episode 5 4/17/2018 $166,274 $199,646
Episode 6 5/1/2018 $266,515 $320,005
Episode 7 5/8/2018 $160,533 $192,753
Episode 8 5/15/2018 $182,578 $219,222
Episode 9 5/22/2018 $230,051 $276,223


Cost Analysis

  • Ad costs for the show’s premiere on March 27 averaged $153,129 – $183,863.

  • From the premiere to Episode 4 (April 10), costs dipped 36% to an average of $98,120 – $117,814, after controversial remarks included in Episode 3.

  • Costs trended upwards after the dip, skyrocketing to a season high on Episode 6 (May 1). Ad costs averaged $266,515 – $320,005, 74% above the premiere average.
  • Although the show concluded on May 22 with average ad costs 14% below the peak, it wrapped up the season 50% higher than the premiere episode.

“Roseanne” vs. Other Broadcast Shows


Comparing “Roseanne” against other broadcast shows during the same time slot (8PM EST), our data reveals that its average unit costs were generally higher than those of its competition.

  • Premiere: Unit costs for “Roseanne” were 64% higher than “NCIS” on CBS and 12% higher than “The Voice” on NBC.

  • Episode 4: “Roseanne” experienced a dip in unit costs during Episode 4 (April 10), after controversial remarks made in Episode 3. During this airing, ad costs were roughly 20% lower than both “NCIS” and “The Voice.”

  • Episode 6: The show hit its peak on Episode 6 (May 1), with unit costs averaging 145% more than unit costs for “NCIS” and 83% higher than unit costs for “The Voice.”

  • Finale: The season finale episode of “Roseanne” aired on May 22, and comparing its unit costs against the other two programs on that date – the data shows it was 198% above “NCIS” and 35% above “The Voice.”

By |June 1st, 2018|SQAD Data Reports|0 Comments