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SQAD Data Finds In-Stream Video ADs 38% More Expensive Than Cable TV ADs in 2013

Network Prime Time TV Ads Are Most Expensive – Up 5% from 2012

(TARRYTOWN, NY) March 26, 2014 – SQAD, the largest independent source in the US for TV, radio and digital costs and analysis, today announced the results of its in-depth study of 2013 advertising costs for TV and the Internet. For the first time ever, SQAD hascreated a comparison of four of its Media Databases from a CPM perspective: Display, Cable TV, Network TV and In-Stream Video. Utilizing SQAD’s WebCosts and NetCosts databases, SQAD determined that the average CPM for an in-stream online video advertisement in 2013 was $23.03, or 38% higher than the average A18-49 CPM for Cable TV. In this period, Network TV was the most expensive advertising medium with an average CPM of $44.11. Display ads trailed the pack with an average CPM of $10.88, and were72% percent cheaper than in-stream video.

The average cost for both Network and Cable TV ads increased in 2013.The average A18-49 CPM for a network primetime ad in 2013 was $44.11, up 5% from $41.92 in 2012. Cable TV primetime A18-49 CPMs were also up 5% to $15.63 in 2013 from $14.90 in 2012.

“In many cases, online premium video inventory is still somewhat limited, so it’s not that surprising that rates are high right now, ” said Neil Klar, CEO of SQAD. “Broadcast TV networks command premium CPM’s because of their reach and programming, and they have leveragedthose commodities to obtain upper tier in-stream video CPMs”

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Of the sites reported in the In-Stream Video CPM classification, TV Network Websites commanded top positions.In 2013, the combined average CPM for NBC Universal, CBS Television, and ABC Television was about $30.00, more than $6.00 over the $23.00 all category, in-stream average.

The averagedisplay CPM in 2013 was relatively flat year-over-year, showing a slight dip of ten cents from 2012, and representing a decrease of less than 1%.

“For direct, non exchange, display buys pricing has remained relatively steady over the past three years, and branded content sites continue to perform well.”said Tom Adams, Director of SQAD WebCosts

WebCosts has been tracking real display CPMs every month since January 2010, and in-stream video CPM’s since the begging of 2013, is the only unbiased source of in-stream video costs in the advertising industry.

About SQAD

SQAD® is recognized as the industry standard media cost forecasting source for national TV (NetCosts™—network TV, cable and syndication), Spot TV, Hispanic Spot TV Plus, Spot Radio and the Internet (WebCosts®). SQAD provides reliable media data to advertising agencies, buying services, advertisers, television and radio stations, cable operators, program syndicators and Internet publishers. SQAD enjoys strong partnerships with market leaders in both data and analytics. Established in the 1970s, SQAD serves 1, 500 clients and is privately held.