TV advertising prices dropped sharply in April due to the COVID-19 crisis at the big three broadcast networks, compared to first-quarter rates, according to ad data company SQAD. Rates for ads in the scatter market dropped 39% to an average unit price of $101,927 for 30 seconds in primetime on ABC, according to SQAD. At CBS, pricing was down 34% to $130,858. NBC’s prices fell just 13% to $94,070. SQAD noted that the prices are getting closer to upfront levels than they’ve been in years. NBC’s upfront unit prices were $92,716 for primetime 30-second ads according to SQAD.
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