By: Wayne Friedman
December 22, 2016
First-year network TV shows have a higher advertising bar to scale than returning shows, just to have a chance for another season, according to one study.
SQAD, the media cost forecasting/research company, says looking at the average unit 30-second cost for cancelled shows can determine whether they get renewed.
Soon TV networks will be making decisions on 2016-2017 TV season rookie shows to see whether they will be rewarded with a second season.
SQAD says “decisions are often based on more than just ratings—executives also take into account revenue brought in by ad sales during programs.” It adds that “a new program must bring in higher revenues to prove themselves than later season shows who already have a loyal fan base.”
The research company looked at differences in average unit price for all cancelled TV shows against the price for only first-year shows, which tells a lot.
Read the full article at: MediaPost