Cable TV upfront buys CPM in the U.S. 2008-2020
Cost-per-mille, otherwise known as cost per thousand, refers to the price advertisers must pay for their ad to be seen by a thousand viewers. In the 2019/20 TV broadcast season, media buyers interested in cable TV commercials had to pay nearly 19.5 U.S. dollars for one thousand views during upfront. In the same period, national broadcast upfront TV advertising was considerably more expensive, where advertisers paid a little over 36 dollars per thousand impressions.
Upfront advertising
Upfront in advertising refers to a unique TV advertising sales event, which occurs every year around March. Broadcast and cable TV executives gather in New York to present their upcoming TV schedules and offer up ad space to participating media buyers willing to invest in TV commercial time at lower, fixed prices ahead of the broadcast season. With the growing popularity of streaming services, which lure viewers away from traditional TV, some might say that upfront is in process of extinction. However, market data indicates that upfront TV spending in the U.S. is still growing, albeit slower than in previous decades. It helps that the event itself is packed with performances, music and comedy acts, and takes place in impressive locations such as Carnegie Hall or Lincoln Center, and neither buyers nor TV execs are likely to pass on a good party.
Upfront advertising
Upfront in advertising refers to a unique TV advertising sales event, which occurs every year around March. Broadcast and cable TV executives gather in New York to present their upcoming TV schedules and offer up ad space to participating media buyers willing to invest in TV commercial time at lower, fixed prices ahead of the broadcast season. With the growing popularity of streaming services, which lure viewers away from traditional TV, some might say that upfront is in process of extinction. However, market data indicates that upfront TV spending in the U.S. is still growing, albeit slower than in previous decades. It helps that the event itself is packed with performances, music and comedy acts, and takes place in impressive locations such as Carnegie Hall or Lincoln Center, and neither buyers nor TV execs are likely to pass on a good party.
