Cable Drama Getting Ad Prices That Rival the Most In-Demand Spots on Broadcast

Oct 25, 2012  •  Post A Comment

A drama series on basic cable has been commanding staggering prices for ad time — with the price likely to surge further as scatter advertisers buy in, Advertising Age reports.

The series is AMC’s “The Walking Dead,” which appears to be as highly valued among marketers as some of the most expensive programs on broadcast TV.

The zombie show has been selling for between $200,000 and $260,000, with the network seeking as much as $375,000 in the scatter market, the story reports.

“That’s partly because total audiences for first-run episodes of ‘Walking Dead’ this season have come in between 9 million and 11 million people, reaching milestones normally reserved for the broadest of TV’s scripted fare — along the lines of ‘Modern Family,’ which reached 12.2 million people last week, according to Nielsen, or ‘Grey’s Anatomy,’ with around 9.7 million,” the story reports.

“The reach of ‘The Walking Dead’ this season among viewers from 18 to 49 and men from 18 to 34, moreover, is proving ‘really only second to football at this point,’ said Brian Hughes, senior VP and audience analysis practice lead at Interpublic Group’s Magna Global.”

Please click here to read Ad Age’s in-depth report on how “The Walking Dead” is living large in a tough ad market.

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