Advertising Basics You Need to Know for the 2017-2018 TV Season

Wed Oct 11, 2017

Rachel Cagle

Here’s what your TV advertising clients need to know as you head into the new 2017-2018 television season, courtesy of Nielsen!

Last year, TV advertising spend reached $22.8 billion during Primetime with an average cost of $2,500 for a local 30-second spot. An important detail about Primetime advertising is that time-shifted viewing is increasing. More and more 18 – 49 year-olds are watching Primetime TV content as far as 35 days after it was first aired. For this age group, the time-shifted viewing increase in the Live+3 to Live +35 Days category has resulted in a 5% lift in commercial ratings. The same detail holds true for consumers in the age 25 to 54 group. Additionally, out-of-home TV viewing has resulted in a 7% broadcast commercial ratings lift and a 4% cable commercial ratings lift for the 18-49 year-old group.

What’s the most popular ad length for TV commercials? Here’s how the top commercial durations have fared so far in the first half of 2017:

  • 30 Seconds: 49% of TV ads so far this year
  • 15 Seconds: 29%
  • Other: 6%
  • 10 Seconds: 5%
  • 60 Seconds: 5%

While 30-second spots are the definitive leader, their usage has dropped by 12% since 2014. Shorter advertisements are quickly gaining favor among TV advertisers with 15-second spots having shot up 7% and 10-second spots increasing by 3% since 2014. Commercials that aren’t included in the 60- 30-, 15-, or 10-second ranges have also increased in popularity by 4% since 2014. Overall, the average Primetime commercial minutes per program hour from September 2016 to July 2017 were 14 minutes and 37 seconds for broadcast and 16 minutes and eight seconds for cable.

According to Nielsen’s hypothesis, the U.S.’s TV universe will be comprised of 304.5 million viewers in the 2017-2018 TV season. This number is a 0.9% increase over last year and includes 119.6 million TV households. The age estimates of this season’s largest viewer populations per demographic are:

  • Total: Ages 50 – 64 (20% of total U.S. viewers), 35 – 49 (19%), 65 – 99 (16%)
  • African American: Ages 35 – 49 (20% of this demographic), 50 – 64 (18%), 2 – 11 (15%)
  • Hispanic: Ages 35 – 49 (21% of this demographic), 2 – 11 (18%), 25 – 34 (17%)
  • Asian: Ages 35 – 49 (24% of this demographic), 50 – 64 (18%), 25 – 34 (15%)

There you have it. You’re prepped in the basics of what your TV advertising clients need to succeed this television season, now you just have to share it with them.

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About Rachel Cagle

Rachel is a Brand Research Specialist at SalesFuel. She holds a Bachelors in English from The Ohio State University. She specializes in major accounts research for AdMall.

View all posts by Rachel Cagle
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