“Football continues to dominate as the most expensive programming for advertisers, with NBC’s ‘Sunday Night Football’ and CBS’s ‘Thursday Night Football’ coming in No. 1 and No. 2 in broadcast, respectively, on Ad Age’s annual pricing survey,” she writes.
Advertisers pay an average of $627,300 for a 30-second spot in “Sunday Night Football,” or an increase of 6% from last season’s pricing.
The report adds: “CBS has a new addition to the broadcast top 10, acquiring the rights to air eight ‘Thursday Night Football’ games this season. Commercial time in those games averages $483,333.”
Advertisers are increasingly willing to pay more for live programming, as many other shows are witnessing a shift to delayed viewing, thanks to DVRs and streaming services.
Fox’s “American Idol” doesn’t appear on the pricing chart, because many media agencies haven’t yet bought commercial time in the show, which Fox is revamping, the story notes. The few media agencies that have bought time in the singing competition are averaging $243,200 for a 30-second spot on Wednesday’s episodes and $225,667 for Thursdays, which Poggi writes “would put ‘Idol’ in the broadcast top 10 again, at No. 7 and No. 9.”
The priciest entertainment program on broadcast TV is CBS’s “The Big Bang Theory,” which is averaging $344,827 for a 30-second spot. Still, the most expensive scripted show across both broadcast and cable is AMC’s “Walking Dead,” which comes in at about $400,000, the story notes.
NBC’s “The Blacklist” is a new entrant on the top 10 list, with the drama pulling in $282,975 for a 30-second spot, an increase of 40% from last year. The network also scores five of broadcast TV’s 10 most pricey shows, the piece adds.
Fox only has one show in the top 10, “Sleepy Hollow,” which also scored as the biggest price gainer, with ad prices jumping 47% from last year and reaching $202,500, the piece reports.