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The 2007 Ad Age TV Price Survey

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The 2007 Ad Age TV Price Survey Advertising Age | October 1, 2007 | 41 ous Advertising Age surveys, WHAT FALL TV SPOTS COST TV pricing “Housewives” commanded $394,000 for 2006-2007 and a SUNDAY 7 p.m. (ET) 8 p.m. 9 p.m. 10 p.m. From Page 1 $439,500 for 2005-2006. America’s Funniest Home Videos Extreme Makeover: Home Ed. Desperate Housewives Brothers & Sisters 10 list of costliest shows, followed Many programs on Sunday $82,000 $198,000 $270,000 $182,000 by NBC’s “Sunday Night night command top dollar. Fox 60 Minutes Viva Laughlin Cold Case Shark Football” ($358,000); Fox’s “The can claim “The Simpsons” as a $111,000 $125,000 $129,000 $140,000 Simpsons” ($315,000); NBC’s top earner. The rest of the net- Football Night in America Sunday Night Football “Heroes” ($296,000); ABC’s work’s lineup that evening— $83,000 $358,000 “Desperate Housewives” much of it animated fare that OT Football The Simpsons King of the Hill Family Guy American Dad No Fox programming N/A $315,000 $139,000 $198,000 $141,000 ($270,000); CBS’s “CSI” draws elusive young male view- CW Now Online Nation Life is Wild America’s Top Model (Encore) No CW programming ($248,000); and CBS’s “Two and ers—also rakes in the cash. An ad NR* $23,000 $40,000 $50,000 Half Men” ($231,000). CBS’s on “Family Guy,” for example, “Survivor: China” and ABC’s costs $198,000. Meanwhile, “Private Practice” tied for ninth, NBC’s “Sunday Night Football” MONDAY8 p.m. 9 p.m. 10 p.m. with $208,000 per 30-second spot. is similarly rewarded for its male Dancing With the Stars Samantha Who? The Bachelor All prices reflect the average price demos with the second-place price $196,000 $113,000 $128,000 paid by media buyers surveyed. of $358,000. CBS rakes in Met Your Mother Big Bang Two & Half Men Rules of Eng. CSI: Miami But come this spring, $140,000 for its Sunday night $138,000 $133,000 $231,000 $177,000 $180,000 “American Idol” could topple returning drama, “Shark.” Chuck Heroes Journeyman $108,000 $296,000 $137,000 them all. Advertisers, particularly Prison Break K-Ville No Fox programming The way the broadcast-TV movie studios, have long coveted RICHARD CARTWRIGHT $200,000 $184,000 season has evolved, most net- Thursday night as an important Chris Aliens in Am. Girlfriends The Game No CW programming works’ spring schedules now way to reach consumers before $48,000 $35,000 $47,000 $57,000 include a good number of new they make choices for the week- shows that make their debuts end, and the evening continues as after January. This year’s survey one of the week’s most costly. TUESDAY8 p.m. 9 p.m. 10 p.m. Caveman Carpoolers Dancing results Boston Legal only covers the fall shows and Not only does “Grey’s MONTY BRINTON $78,000 $81,000 $191,000 $105,000 does not include network-TV’s Anatomy” have a roost there, but NCIS The Unit Cane so does the backbone of the CBS $123,000 $98,000 $127,000 schedule: A 30-second ad in Singing Bee Biggest Loser Law & Order: SVU “Survivor: China” is also one of $102,000 $99,000 $135,000 the top 10 priciest, but a spot of Bones House No Fox programming the same length on “CSI” com- $130,000 $294,000 mands even more. NBC’s Beauty and the Geek Reaper No CW programming Thursday-night comedies are no $97,000 $70,000 slouches, either: A 30-second ad on “The Office” costs $186,000. One night to watch is WED. 8 p.m. 9 p.m. 10 p.m. Pushing Daisies Private Practice Dirty Sexy Money Monday, where the shows NBC $115,000 $208,000 $159,000 aren’t necessarily the priciest on Kid Nation Criminal Minds CSI: New York the network grid, but still com- $96,000 $121,000 $140,000 SCOTT GARFIELD. mand solid sums. Many of them NO. 1 ‘GREY’S’: McDreamy ain’t cheap. Deal or No Deal Bionic Woman Life have been durable performers. $150,000 $178,000 $109,000 NBC’s returning sci-fi hit Back to You ‘Til Death Kitchen Nightmares No Fox programming biggest juggernauts, including “Heroes” this year costs $141,000 $128,000 $75,000 Fox’s “American Idol” and “24” $296,000, compared to last America’s Next Top Model Gossip Girl No CW programming $130,000 $76,000 and ABC’s “Lost.” year’s $171,000. A 30-second GREG GAYNE With so many midseason spot on ABC’s “Dancing with replacements coming up this sea- the Stars” this year costs son, media buyers surveyed had $196,000. And a 30-second spot THURS. 8 p.m. 9 p.m. 10 p.m. Ugly Betty Grey’s Anatomy Big Shots only some preliminary prices on CBS’s comedy “Two and a $149,000 $419,000 $151,000 available for spring shows. Media Half Men” costs $231,000. Survivor: China CSI: Crime Scene Investigation Without a Trace executives and other executives Broadcast TV has long been $208,000 $248,000 $190,000 said “Idol” is already fetching 30- touted as the best way for adver- Earl 30 Rock The Office Scrubs ER second ad prices ranging from tisers to reach as many con- $151,000 $129,000 $186,000 $145,000 $140,000 $500,000 to more than $700,000 sumers as possible in one fell Smarter Than a Fifth-Grader Don’t Forget the Lyrics No Fox programming (depending on when in the run of swoop. For advertisers, however, ERIC LIEBOWITZ $105,000 $100,000 LINEUP: “Private the program marketers wish their this season could be one of the Practice,” ABC; “Cane,” Smallville Supernatural No CW programming $77,00 $57,000 ads to appear) and is expected to most difficult to gauge in recent CBS; “Bionic Woman,” surpass “Grey’s” top price. memory. During upfront negoti- NBC; “Don't Forget the Meanwhile, prices on “24” are ations in late spring, advertisers Lyrics,” Fox; “Gossip Girl,” FRIDAY 8 p.m. 9 p.m. 10 p.m. said to be hovering around and networks agreed on new CW. 20/20 Women’s Murder Club Men in Trees $300,000. methodology for pricing. For $89,000 $91,000 $78,000 Source: ABC wins the pricing battle decades, ad prices were based on Ghost Whisperer Moonlight Numbers not only because of “Grey’s” but viewership of the programs. Now Averages compiled from estimates $97,000 $98,000 $112,000 of media-buying agencies. also due to its Sunday-night line- they are based on viewer metrics Deal or No Deal Friday Night Lights Las Vegas up. On that night, an ad on ABC’s for the commercial breaks them- Note: $95,000 $83,000 $82,000 NR: no response “Extreme Makeover: Home selves and are also supposed to Great American Band Nashville No Fox programming Edition” costs $198,000, followed include TV watchers who see the $107,000 $56,000 in the 9 p.m. slot by “Desperate ads as many as three days later WWE Smackdown No CW programming $27,000 Housewives” and its top ten through use of DVRs. Chart compiled by Brian Steinberg price, while a 30-second ad on When marketers are truly able and Kimberly D. Williams. “Brothers and Sisters” costs to sift through the commercial- SAT. 8 p.m. 9 p.m. 10 p.m. $182,000. ABC can also claim a ratings data in about a month’s ABC Saturday Night College Football top ten price for its “Grey’s,” time, media buyers and network $117,000 spinoff on Wednesdays, “Private executives believe they will see a Crimetime Saturday Crimetime Saturday 48 Hours Mystery Practice.” noticeable level of viewer drop- $49,000 $61,000 $61,000 Sunday continues to be the off—estimated at 5% to 10%— Dateline Drama Encores costliest night on TV. And it does prompting many to wonder if the $28,000 $40,000 so despite a drop in the prices of ads they purchase are worth as Cops Cops America’s Most Wanted No Fox programming 30-second ads for two of the much as they have been in the $55,000 $55,000 $59,000 night’s hit shows, “Desperate past, particularly as TV networks No CW programming Housewives” and “Extreme also start running their programs Makeover.” According to previ- online..
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