Regardless of what one thinks about Donald Trump’s presidency, it’s been an unqualified success in at least one area: the ad revenue surge it’s providing to the networks and shows that are covering it. Cable news networks and Saturday Night Live saw hefty year-over-year increases in January, according to new data from Standard Media Index.
According to SMI, which tracks 70 percent of national ad spending from global and independent agencies, ad unit costs for the two SNL episodes that aired in January—one hosted by Felicity Jones, the other by Aziz Ansari—jumped 86 percent from a year earlier, to $111,045 for the Jones episode and $119,442 for Ansari’s.
That’s due in part to increased CPMs (cost per thousand impressions) this season as NBCU reduced SNL’s ad load by around 30 percent, removing two commercial breaks per episode. That ad reduction will be made up in part by the addition of branded content spots; Mark Marshall, evp of entertainment group advertising sales for NBCUniversal, told Adweek last week that the first of two branded content pods will air in the coming weeks.
But even with that reduced ad load, SNL’s estimated ad revenue jumped 34 percent year over year for the first January episode, to $2.1 million, and 22 percent for the second episode, to $2.0 million.Cable news networks and Saturday Night Live saw hefty year-over-year increases in January.