Two Shows Fighting It Out for TV’s Top Ad Price

Oct 24, 2011  •  Post A Comment

The show that has owned the title for some time as highest-priced prime-time show has some stiff competition this year, Advertising Age reports.

Fox’s “American Idol” has been the priciest show for advertisers in recent years, but it’s currently running just a tick behind NBC’s “Sunday Night Football,” the story reports.

The story says: “The average cost of running a 30-second ad in ‘Idol’ runs between $468,100 and $502,900, according to the Ad Age survey, while the average cost of a 30-second ad in NBC’s much-watched football contest is $512,367. While that might sound as if football has trounced the veteran Fox singing program, the tally is relative since ‘Idol’s’ prices tend to go up as the show reaches its finale. Ad Age’s survey, compiled using data from as many as six different media-buying agencies and other sources, found that some spots in ‘Idol’ were going for as much as $640,000.”

The survey results support the idea that the shows that are most valued by advertisers are those that get large audiences watching live, rather than those that receive playback on DVRs and video-on-demand, the story says.

The report, which can be seen here, unveils average spot prices for the entire prime-time schedule.

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