The Cost of Advertising on National TV in 2024. From Prime-Time to Tailored Budgets
How Much Does It Cost to Advertise on National TV?
Still think advertising on TV is out of reach because prime-time slots cost as much as your annual budget? That might have been true when big corporations dominated TV a decade ago, but times have changed. The secret lies in showing your ad to the right audience—the people most likely to buy your product. While prime-time reach is valuable, your ideal audience might be watching TV at 3 a.m. on a Tuesday—and we know exactly how to find them. So, let’s take a look at how much it actually costs to advertise on national TV in 2024.
Factors Influencing National TV Advertising Costs
The cost of advertising on national TV depends on several factors. Some can help reduce prices, such as targeting smaller networks and cable channels.
Here are several factors that can influence the cost of ads on national TV
Time Slot and Programming
Prime-time slots (8 PM to 11 PM) on major networks like ABC, NBC, CBS, and FOX command the highest prices due to their large audiences. Advertising during major live events like the Super Bowl or the Oscars can cost millions. For example, a 30-second spot cost $7 million for Super Bowl LVIII (2024). You must have seen these Dunkin’ or Uber Eats ads with celebrities.
Prime-time national ads’ average costs range from $50,000 to $500,000 for 30 seconds, depending on the show’s popularity and ratings (source: Nielsen).
Network selection
Due to their larger audiences, major networks charge higher rates than smaller or niche networks. Ads on networks like ABC, NBC, CBS, and FOX could cost advertisers from $100,000 to $500,000 per 30-second spot. Cable networks' rates (like ESPN, TNT, and HGTV) would be from $20,000 to $150,000 per 30-second spot.
Audience Size and Demographics
The larger and more desirable the audience, the higher the price advertisers can expect to pay. Targeting younger demographics, such as viewers of live sports or reality TV, typically comes at a premium due to high demand. As a result, the CPM (cost per thousand impressions) for these ads tends to be significantly higher.
Interestingly, competition for smaller, niche audiences often drives up their costs, making them more expensive to reach. Conversely, larger audiences are generally more cost-efficient, leading to lower CPMs for campaigns targeting broader viewership.
Seasonality
Ad costs spike during specific times of the year, such as the winter holidays. In our Holiday Season Forecast, we noted that retail and e-commerce brands drive up demand starting in November (and even October for some). Advertisers should be prepared for higher competition and prices during this period.
The same story can happen during some tentpole events like sports playoffs, award shows, and political debates.
Length of the Ad
Standard ad durations include 15, 30, and 60 seconds. While 30-second spots are the most common, longer ads (60 seconds) offer more storytelling potential but can double the cost.
Estimated cost range in USA in 2024
Ad length Estimated cost range 15 Seconds $75,000 to $200,000 30 Seconds $10,000 to over $1 million; average $342,000 60 Seconds $200,000 to $500,000
Negotiation and Volume
Advertisers who commit to high-volume, upfront purchases often secure discounted rates compared to last-minute, scatter-market buys.
How to Create Budget-Friendly TV Advertising Strategy
While production costs can vary widely, the average cost for airing a 30-second ad is substantial, particularly during prime-time slots or high-profile events, but there are strategies to ensure your money is well spent.
The first thing that must be done is selecting time slots that align with your target audience. While prime-time slots are attractive, less expensive dayparts like early-morning news or late-night talk shows can also deliver strong results. Leverage advanced analytics platforms, such as Simulmedia’s TV+, to pinpoint efficient placements and minimize wasted spend. Your ad creative should tell a compelling story with a clear call-to-action (CTA) to boost recall and conversions; testing different versions can reveal what resonates most.
Another great option is a cross-channel strategy. Use national TV to build broad awareness and use Connected TV (CTV) to hone in on specific audience segments for a tailored experience. National TV is great for building brand awareness and improving brand recognition while streaming is the best tool for performance. This Brandformance TV approach could be your key to success.
Finally, negotiate smartly by blending upfront commitments for lower rates with scatter buys for last-minute flexibility. Together, these elements create a dynamic, cost-effective TV campaign that maximizes your impact.