Logo

The Real Reason NBC is Canceling ‘Law & Order’

May 14, 2010  •  Post A Comment

By Brian Steinberg
Advertising Age

The idea of canceling "Law & Order" on NBC after 20 seasons — and hundreds of reruns in syndication and on cable — sounds like anathema. Why would NBC, trying to right itself after several seasons of relatively lackluster programming, kill the show that has helped carry it through good times and bad?

The answer? Despite the program’s near-ubiquity across the set-top box, its original episodes no longer commanded great respect from advertisers.

Marketers agreed to pay a relatively paltry $59,973 for a 30-second ad in "Law & Order" this season, according to Advertising Age’s annual survey of prime-time ad prices, compared with an average of $135,474 for a 30-second ad in the same show on Wednesday nights in the 2008-2009 TV season. Sibling drama "Law & Order: SVU" has seen its pricing drop less significantly. For this season, advertisers were forking over an average of $101,632 for a 30-second ad, compared with an average of $146,679 in the 2008-2009 season.

At those rates, the original "Law & Order" takes in fewer ad dollars per 30-second ad than even "Trauma," NBC’s failed freshman medical drama. That program, which couldn’t muster even one-twentieth of "L&O’s" staying power, this season commanded an average of $75,928 for a 30-second spot, according to the Ad Age survey.

"Law & Order" can’t take all the blame. Yes, it’s old and critics could make the argument that the drama was more compelling when actors such as Chris Noth, Benjamin Bratt, Jesse L. Martin and Jerry Orbach had starting roles. But Sam Waterston still plays flinty attorney Jack McCoy, as he has for 17 seasons. But a good chunk of NBC’s schedule took a hit this season after the network decided to run five nights of "The Jay Leno Show" at 10 p.m. Monday through Friday.

NBC may also have considered whether the show could continue to command good rates in syndication and on cable. Time Warner’s TNT runs multiple seasons of "Law & Order" during much of its daytime schedule, for example.

NBC today said it had decided to cancel the show after 20 seasons, ending producer Dick Wolf’s long-running desire to keep the show on the air so it could surpass "Gunsmoke," which ran on CBS from 1955 to 1975, the longest-running drama in TV history.
In 2006, Mr. Wolf told The Wall Street Journal that the "Law & Order" dramas "should last as long as the ratings stay at the level they have been." He added: "At a certain point, the numbers will not support the expense of making the shows, and at that point, they will be canceled."

NBC is slated to unveil its 2010-2011 programming lineup Sunday during a press conference with reporters and Monday at a meeting with advertisers in New York. While Mr. Wolf may have sentimental reasons for keeping "Law & Order" on the air, he has little to worry about from a financial point of view. One of the programs being picked up for prime time next season is "Law & Order: Los Angeles." #

39 Comments

  1. The theory is highly plausible. Primetime shows have traditional cost anywhere from 2 to 5 million per new episode delivered. Doing the math, you quickly find that $59,973 in upfronts for a 30-second ad equates to a show that would lose money and shouldn’t be produced.

  2. I’m surprised that to beat Gunsmoke, Dick Wolf wouldn’t agree to make up the series’ shortfall out of his own pocket? What’s a few million dollars from his personal fortune for record-book immortality?
    Or better yet, why couldn’t NBCU give sister-company NBC the deal they were looking for. Universal has made billions off Dick Wolf’s franchise — that’s with a “B”. They’ll still be making money off all the international versions long after Dick Wolf’s grandkids have grandkids of their own.
    But I guess corporate America doesn’t give anything away these days.

  3. NBC is cancelling the best show it has in it’s line up. Why not consider cancelling some of the reality shows or some of the nonhumorous commedies it runs. Law and Order will be missed by many and NBC will loose quie a few vewiers as this is probably the only show that people actually watch.

  4. how does jeff zucker still have a job? everytime he programs to the margin, nbc falls further.

  5. Man, that is without a doubt some tremendous material! I have got a fabulous query pertaining to you – how long did this take you to be able to come up with this specific article? Nonetheless, I am a really colossal fan of Modern Warfare 2 and I loved your article a ton! Have you found out of this particular site referred to as MW2CC? I think you will probably come up with a post concerning it for the reason that you’ll have many impressive things to point out :)I am grateful just as before pertaining to the post and make sure you check out just what I explained about Modern Warfare 2 Central Command!

  6. Just about 6,697,254,041 homo sapiens dwell on the earth, 3/4 are aware of the new testament. One human advertising in only one country, initiated this, with just word of mouth. People today have the internet with which to reach all of those people, all this at your fingertips, you can change anything, go for it bad boys!!!!!!

  7. was very useful thanks to contributors

  8. I truly appreciate you taking the time to post this. I really liked reading it and am looking forward to more posts from you! Keep ’em coming.

  9. Excellent read, I just passed this onto a colleague who was doing a little homework on that. And he in fact bought me lunch because I found it for him

  10. Thank you for your article,It’s well written, in depth posts like these that have aided me in becoming a good forex trader.

  11. Wonderful to read!

  12. Thanks for your visiting this http://www.watchau.com online store.

  13. Thanks for your visiting this http://www.watchau.com online store.

  14. Thanks for your visiting this http://www.hello-free.com/freebies online store.

  15. Hungarian officials recalculate volume of noxious sludge avalance, stating its almost as much as Gulf oil spill, amazing!!!!!!!!!!

  16. Lindsay Lohan is just not going to any place which can hold her from filming, so once more, I call BS about this severe extensive inpatient rehab garbage. There is no way the woman or her mama will pass up this chance to make $. And without doubt she is unable to loathe that scram bracelet quite enough to stop the jack and coke and live without stuffing sh*t up her foul nose.

  17. So why in the hell do we allow the UN to stay in UN and support it? Kick it out! And, the applause because of this nut should make it Much more critical that there be no mosque at Ground Zero.

  18. Found your site today through Yahoo. Great blog you’ve got, bookmarked.

  19. You are such an amazing writer. Wishing you a strength and peace that surpasses all understanding as you continue to walk the high road … you are amazing, and I honor you for being YOU! You represent grace and dignity … with a smile that melts anyone blessed to be on the receiving end of it. God Bless you Always, Carrie!!!!

  20. Ice hockey is an interesting exercise, I like it.

  21. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  22. You are such an amazing writer. Wishing you a strength and peace that surpasses all understanding as you continue to walk the high road … you are amazing, and I honor you for being YOU! You represent grace and dignity … with a smile that melts anyone blessed to be on the receiving end of it. God Bless you Always, Carrie!!!!

  23. Nice post . keep up the good work!!

  24. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  25. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  26. Ice hockey is an interesting exercise, I like itwholesale cheap nhl nfl jerseys.

  27. Inspite of many opinions, better researched articles nonetheless deliver in subscribers like me. You introduced total understanding of the theme subject and my sentiments are now complete after reading your post. Please preserve up the delightful work and i will subscribe to your rss nourish to be advised of any inflowing postings.

  28. High quality info here! Keep up the great work. I love the feelings being expressed.

  29. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  30. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here 🙂

  31. High quality info here! Keep up the great work. I love the feelings being expressed.

  32. I am really thankful to the author of this post for making this lovely and informative article live here for us. We really appreciate ur effort. Keep up the good work. . . .

  33. Hello there! I really enjoy reading your blog! If you keep making amazing posts like this I will come back every day to keep reading.

  34. High quality info here! Keep up the great work. I love the feelings being expressed.

  35. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  36. Hi! Sorry that i’m asking here – what cms is it? WordPress, Movabletype? Can’t find info anywhere.

  37. I enjoy the writing relevancy of your blog and it will a sweet decent work of presenting the info.

  38. I think a person needs to become v isited in h is rest by the ghost of Paul Rand so he can see the error of h is tactics.

  39. What a great way to d iscuss

Leave a Reply to Lady Wears Lace Tights Cancel Reply

Email (will not be published)