In April 2019, all main TV Channels had -5% in number of spots on air and +15.5% in GRPs delivered!!!
Contributors to this result were
- The unusual for the season cold weather, that kept people home, boosting TV viewership and
- The dominance of Prime Time by a small number of highly successful shows.
Weak demand kept also prices down, leading in combination with viewership highs to CPR deflation in Jan-Apr
The cost factor, plus the latest market data reviled by IRI, showing a 4% value growth for Super Market sales in Q1 2019, should be capitalized by advertisers, as future conditions may not be as favorable. If weather reverses course in second half of the year (and in Mar-Apr 2020) and becomes hotter, then viewership will diminish by 15% and CPR will inflate accordingly.