TARRYTOWN, N.Y., Aug. 17, 2018 /PRNewswire/ -- According to
data released by SQAD LLC – an advertising research, analytics, and
media planning software company – the three major U.S. cable news
networks have experienced significant shifts in advertiser
investment during the first half of 2018, likely driven by changing
political landscapes and audience viewership trends.
The Data Report for Cable News Networks analyzes
advertiser transaction data from cable news commercial buys in the
scatter market – specifically CNN, Fox News, and MSNBC – for the
first half of 2018 during the Morning and Primetime dayparts.
According to the report, Fox News held the lead in average unit
costs in the Primetime block at the beginning of the year, but
MSNBC began making significant market gains and edged out Fox News
in March for the top spot in scatter ad costs. By June, MSNBC's
prices had skyrocketed, putting it ahead of CNN by 30% and Fox News
by 26%.
"We researched scatter ad costs to get a better idea of
real-time market shifts - something we can't see in the negotiated
rates from upfront buys as they're isolated from varying market
trends and social volatility," says Dan
Klar, SQAD's VP of Product Development for MediaCosts:
National. "In analyzing the two dayparts, we found the three
networks experienced substantial changes in scatter ad costs over
the course of the six months. From January to June in the Morning
block, we see a considerable shift for CNN with a drop
of 45%, while in the Primetime block, MSNBC saw a massive
spike of 129%."
In addition to examining the fluctuations in scatter ad costs
from January through June 2018, the
Data Team also analyzed the overall volatility of each network by
measuring the change in month-over-month percentage growth/loss of
average ad costs on each network. Tracking the SQAD Cost Volatility
Score helps put each network on an even playing field and view
their overall gains and losses in market impact over time.
"Our Cost Volatility Score really shows how these oscillating ad
costs are affecting the market's overall advertiser engagement,"
says SQAD CEO, Marc Krigsman. "In
both the Morning and Primetime dayparts, we see MSBNC experiencing
massive positive changes to its market impact when compared to
where they started off the year. Specifically, the network ended
with a Volatility Score of +42.2 in the Morning and +120 during
Primetime. Meanwhile, volatility changes for CNN and Fox News were
notably less dramatic and essentially ended around where they
started."
For the Morning daypart, the Volatility Score shows CNN down
-6.2 since January, while Fox News saw a modest gain of 9.4 as of
June. The SQAD report shows that volatility changes are more
indicative of the shifting market impact when reviewing the
Primetime block, where CNN ended June with a +33.5 and Fox News
with a +24.6 - both are dwarfed by MSNBC at +120).
The full report is available on SQAD's website: Data
Report: Cable News Networks
ABOUT SQAD
SQAD LLC has been an industry leader for more than four decades,
processing more than $1 trillion in
real transaction ad costs from advertising housekeeping system.
Their MediaCosts data includes national broadcast, cable, and
syndicated television, as well as local broadcast, cable, and
Hispanic TV, radio, and out-of-home advertising. They also provide
audience analytics research tools for Nielsen data through SQAD
MediaLogic, and provide advertisers and agencies the
mission-critical media planning software, MediaTools – a
robust and flexible end-to-end media planning solution. Learn more
at www.sqad.com.
Media Contact:
Stephanie Chen
Phone: 914-524-7600
Email: newsroom@sqad.com
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SOURCE SQAD