The ad market in daytime talk is a far cry from what it was before Oprah Winfrey took her juggernaut show off the air. One of the highest-profile new entries in the marketplace is “Katie,” and its pricing doesn’t come close.
Katie Couric’s upcoming syndicated show is asking for $50,000 per 30-second spot, about half of the $100,000 fetched by Winfrey’s show before it left broadcast television, reports the New York Post.
The rate is more on par with a spot on "Ellen" or "Live with Regis and Kelly," which both fetch about $35,000 to $40,000 a spot, the story says. And some Madison Avenue executives think that $50,000 might be a stretch for Couric, the piece points out.
“I go back to Jane Pauley. She was America’s sweetheart, and her idea flopped. Katie Couric was fine on the ‘Today’ show, but she didn’t exactly set the world on fire at the ‘CBS Evening News,’” said Gary Carr, head of TV buying at TargetCast.
A representative for Disney-ABC Domestic TV, the distributor for "Katie," declined to comment on the ad pricing.