What do primetime TV ads cost in Fall '23?

Of the 25 fall shows across ABC, NBC, CBS, Fox, The CW and Amazon Prime Video returning from last year's TV pricing chart, 23 showed declines in the unit price for a 30-second commercial. “With ratings down, unit costs come down,” said a leading media agency executive. “That is often counteracted by [pricing] inflation, bringing unit costs back up. But this year, CPMs [or the cost per thousand viewers] were down as well, so it's a double whammy on unit costs,” which are calculated by agencies by a primetime show's CPM and the expected audience.

As you may expect, the NFL continues to dominate primetime linear TV advertising - at an average unit cost of $882,079, Sunday Night Football is the most expensive slot. Monday Night Football is $562,524 per 30-seconds and Thursday Night Football is $440,523. Moving further down the list, "60 Minutes" looks like a relative bargain at $117,939 per unit, as well as "The Masked Singer" at $80,699.

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