TITLE

Matching ratings to ad $$, ESPN comes out tops

AUTHOR(S)
Mandese, Joe
PUB. DATE
April 1999
SOURCE
Advertising Age;4/12/1999, Vol. 70 Issue 16, ps2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
1770949

 

Related Articles

  • 'DISNEY DAY' MAKES ESPN ONLY CABLER IN BIG BUYING WEEK. Hampp, Andrew // Advertising Age;5/14/2007, Vol. 78 Issue 20, pS-14 

    The article focuses on cable television network ESPN's presence in television networks' big advertising buying week, which is the week of May 15, 2007. ESPN will be the only cable network offering presentations to advertisers during the week. A discussion of the television programming that...

  • CHAPTER 17: SPORTS BROADCASTING.  // Entertainment, Media & Advertising Market Research Handbook;2006, Issue 8, p118 

    Chapter 17 of the book "The 2006 Entertainment, Media & Advertising Market Research Handbook" is presented. The value of annual sports broadcast rights in the U.S. are $7 billion. The distribution of adult sports viewing is specified. The total budget spent on sports advertising for television...

  • Cable should benefit from broadcast network upheaval. McConville, Jim // Broadcasting & Cable;5/15/95, Vol. 125 Issue 20, p26 

    Reports that cable television networks in the United States are gaining advertising benefits from an unstable network broadcasting system where stations have a fast change of affiliation. Cable television advertisements; Share points of cable networks in prime time; Confusion from network shifting.

  • Interconnects Eye Robust 2000 Sales. Forkan, Jim // Multichannel News;05/15/2000, Vol. 21 Issue 20, p78 

    Highlights the strong advertising sales posted by major-market cable television operators in the United States for the first quarter of 2000. Projection that the robust first-quarter results should continue in the next quarters; Strong sales from automotive and media categories.

  • Reregulation. Mandese, Joe // Advertising Age;11/30/1992, Vol. 63 Issue 49, p23 

    This article explores the implications of reregulation for cable television advertising in the U.S. Cable's growth happened after its 1984 deregulation. Not only were household penetration and advertising revenues growing, but operators could set their own subscriber rates. Under reregulation,...

  • QUICK HITS.  // Multichannel News;12/19/2005, Vol. 26 Issue 53, p47 

    The article presents an update on cable television programming in the U.S. ESPN and Adelphia Communications Corp. have partnered for the telecast promotion of the Buffalo Bills-Denver Broncos National Football League game. Cable television advertising will be tracked by TNS Media in San...

  • THE DARK SIDE OF NETWORK DVRs.  // Multichannel News;4/3/2006, Vol. 27 Issue 14, p64 

    Reports on the potential impact of a plan by Cablevision Systems Corp. for a network digital video recorder (DVR) on the television broadcasting sector in the U.S. according to Doug Shapiro, a cable analyst at Banc of America Securities. Contribution of a network version of DVR to the...

  • Cable connects with advertisers. Cooper, Jim // Brandweek;09/20/99, Vol. 40 Issue 35, Media Outlook p38 

    Presents an outlook on cable programming in the United States for 2000. Merger activities of cable networks; Cable program ratings in 1999; Predictions on the increase in cable advertising; Obstacles in cable network growth.

  • Interconnects on the increase. Hall, Lee // Electronic Media;2/10/2003, Vol. 22 Issue 6, p14 

    Reports on the growing demand for cable interconnects for helping national and regional marketers reach television viewers across an entire local television market in the U.S. Benefits of an interconnect system to advertisers; Percentage increase in national spot cable advertising in 2002;...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics