The cost of a commercial in some of the biggest shows on TV is getting lower.
Out of the 66 returning series on the big four broadcast networks and The CW, 41 saw the cost for a 30-second ad decrease in the 2018-19 season, according to Ad Age’s annual pricing survey of media agencies. Only 12 returning shows received a price hike, and another 13 remained relatively steady compared with last year.
And TV’s biggest property—the NFL—might have hit a ceiling in commercial prices, at least for now.
After two years of price hikes for a 30-second commercial in NBC’s “Sunday Night Football,” those increases have stalled this season. Advertisers are paying $665,677 on average for a 30-second spot in the broadcast, about $30,000 less than the $699,602 advertisers paid last year.
Still, “Sunday Night Football” remains by far the most expensive TV show for advertisers (excluding Fox’s late-national NFL games on Sunday afternoons, which are not technically in prime time and average over $700,000 a pop).