Matching ratings to ad $$, ESPN comes out tops

Mandese, Joe
April 1999
Advertising Age;4/12/1999, Vol. 70 Issue 16, ps2
Trade Publication
This article reports that ESPN cable television network has derived more pure value per advertising impression delivered than any other U.S. programmer on television. It is difficult to isolate all the subjective factors that influence the price marketers pay to advertise on television, but the simplest and fairest measure is the amount of advertising revenue a network generates for each rating point it delivers. On that basis, ESPN exceeds all other television networks, generating the equivalent of more than $1 billion for a rating point during 1998, according to estimates from Myers Consulting Group. While the total household rating of ESPN average only a 0.6 in 1998, the sports network took in about $650 million in ad revenue, or the equivalent of $1.083 billion for a whole rating point.


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