Quote:
Originally Posted by golfnut
why can't the rate for political be the same as the lowest for that hourly time slot for commercial, as opposed to 24 hours, i think i know the answer i'm just sayin'......gn
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Since you seem to have an interest in this (maybe mild) and apparently some understanding of it, I have a chance to talk about something I am fairly familiar with.
When an advertiser buys a big schedule he typically receives some "bonus spots." Commercials that are either free or very cheap. Those "bonus spots" run BTA (best time available). Most often, the best time available is in real crummy time slots (2a.m.). But sometimes, through cancellations or just plain lack of sales, the best time available happens to be in the "Today Show," or even the Super Bowl. It doesn't happen often, but it happens. So, it's entirely feasible that the lowest unit rate this year in the "Today" show was a bonus spot logged at $5. Boom, lowest unit rate for that time slot.
Many, Many ad agencies buy an ad "near" the super bowl, knowing that there could be a cancellation at the last minute and their cheaper spot could end up inside the super bowl itself. I have done it myself and the ads have ended up inside the super bowl.
Another trick is for crafty advertisers to call the station at 4:30 and ask, "are there any openings in the "Today" show tomorrow morning?" If the answer is yes, the advertiser will say, "I'll by all those openings for $20 each." $20 each is better than no dollars each and better than a $5 bonus spot. Boom..........the lowest unit rate for that time slot.
JLK