Nice Work If You Can Get It: As May C3 Ratings Fall 14%, Network Ad Revenue Rises
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The final month of the 2016-17 broadcast season was something of a disaster from a ratings perspective, although in keeping with the dynamics of the TV marketplace, the exodus of viewers didn’t precipitate a drop in ad spending.
According to new research from Standard Media Index, broadcast ad revenue in May ticked up 1% over the month a year earlier, as the networks booked some $1.36 billion in commercial time. Broadcasters registered the slight increase despite having to gut out a 13% drop in primetime C3 ratings during the month, and a 14% drop in total-day deliveries.
In aggregate, the networks in May averaged a 4.1 C3 rating in primetime, which works out to 5.23 million adults 18 to 49. In the year-ago period, the broadcasters averaged a 4.7 rating in the C3 currency, which translates to a hair under 6 million viewers in the demographic most desirable to advertisers.
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