Monday, October 24, 2011

The cost of television advertising

The NFL is vying with music as the programming which gets the most eyeballs on network programming.

In information reported on today by AdvertisingAge, NBC's Sunday Night Football is challenging FOX's American Idol for supremacy as the costliest prime-time show on this year's schedule.

The average 30-second spot on Idol costs $468,100-$502,900, according to AdAge's survey, while the average 30-second spot on Sunday Night Football is $512,367. Keep in mind that Idol's costs go up as the show reaches its finale--some spots in that program fetch as high as a $640,000 price tag.

These results emphasize one other viewing phenomenon--the shows most in demand are those that viewers tend to watch live versus after the fact via DVR or video-on-demand.

Here are some other prices for 30-second commercials in current and former premium programs:

- Grey's Anatomy, ABC = $203,078, down from an average price of $419,000 in 2007-2008.

- Desperate Housewives, ABC = $149,556 versus an average price of $394,000 in 2006.

- X Factor, FOX = $320,000 average price on Wednesday nights and $283,034 on Thursday nights.

- Glee, FOX = $267,141

- Two and a Half Men, CBS = $252,418

- Modern Family, ABC = $249,388

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