NBC Working With Advertisers on Golden Globes Replacement Show
With Sunday’s glamorous Golden Globes telecast canceled, NBC is trying to retain some of the $20 million in ad revenues the award show was due to generate.
Some clients will get the money they would have spent on commercials—at an average of about $450,000 for 30 seconds—returned to them. Others may sign on for the hourlong “news conference” coverage of the awards that NBC is planning.
“We’re working with each client on a case-by-case basis to come up with the best solution for everyone involved,” an NBC spokeswoman said.
With the awards canceled, contracts for advertising on the show were essentially voided.
Advertisers who opt not to participate in the newscast covering the award winners will retain their incumbencies for the 2009 broadcast.
The replacement programming is likely to generate only about half the ratings of the full, star-studded awards ceremony, which means lower ad revenues for NBC. But at the same time, its costs likely will be less as well.