In today’s volatile news cycles, cable news networks are constantly vying for the top spot in viewership and advertising dollars by delivering breaking news, providing historical analysis, and hosting spirited debate panels. The shifting political climate has begun to play a major role in the viewership and revenue capabilities of these networks.
To see the performance trends in cable news networks, the SQAD Data Team pulled scatter costs from the MediaCosts: National database for CNN, Fox News, and MSNBC from the first six months of 2018. The team focused on scatter pricing to better analyze reactionary pricing volatility based on changing events, rather than the steady long-term investments made in the upfront buying season.
This report starts with a pure unit cost analysis of the networks from January 2018 through June 2018 for the Morning and Primetime dayparts. The second part of this report dives into a Cost Volatility Score analysis, for the same two dayparts.