Supernatural Command More AdCash From Sponsors When ManyShows Ca

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Ekta

@HaymurS

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Posted: 11 years ago

link:
http://variety.com/2013/tv/news/scandal-chicago-fire-supernatural-command-more-ad-cash-from-sponsors-when-many-shows-cant-1200785699/

content:
Many shows' ad prices slump year
over year, but not these three,
according to Variety survey
Brian Steinberg
Senior TV Editor
@bristei
What do TV shows about firefighters,
Washington D.C. spin doctors, and
ghost doctors have in common? The
answer: An increasing flow of ad
coin.
Given the ratings difficulty most
broadcast networks experienced last
season, when Fox, NBC and ABC saw
total viewership decline and all five
English-language broadcasters
experienced erosion among viewers
between 18 and 49, it comes as little
surprise that ad prices for most
returning shows have plummeted. But
there is a small handful with figures
on the rise.
"Chicago Fire ," "Scandal " and
"Supernatural " aren't among TV's
biggest generators of viewership or
ratings in the advertiser-desired 18
to 49 demographic. But they were
able to do something many of their
prime-time siblings could not: draw
more ad dollars from sponsors,
The Variety survey uses estimates
from as many as six media-buying
firms as well as information from
other sources to determine the
average price of a 30-second ad in
most prime-time programs scheduled
for the 2013-2014 season.
ABC's "Scandal" commands an
average of $186,202 for a 30-second
ad this season, according to the
Variety survey, compared with an
average of $139,668. NBC's "Chicago
Fire" is getting an average of $
116,081 for a 30-second ad, nearly
two times the $60,058 it was able to
secure for a similar commercial last
season. And "Supernatural," a CW
show whose time on the air is so
long that it once ran on the now-
defunct WB network, gets an average
of $37,348, compared to the average
of $35,123 it was getting last
season.
No surprise, two "heavyweight"
programs have seen their prices
rocket season over season: CBS'
"The Big Bang Theory" and NBC's
"Sunday Night Football," thanks in no
small part to increased ratings for
the former and the intense desire for
immense live audiences delivered by
the latter. But there are some
"quieter" programs also punching
more than their weight.
The price hikes come while many
other TV programs have experienced
a year-over-year price drop,
according to the survey's findings.
Fox's venerable "American Idol," for
instance, has seen the average price
of an ad drop from $340,825 to $
281,600 for Wednesday nights and
from $296,002 to $257,936 on
Thursdays. Likewise, the average
cost of a 30-second spot on ABC's
"Modern Family" has dropped to to $
249,025 from $330,908 last season,
while the average cost of a 30-
second ad in "New Girl" has dipped
to $224,366 from $320,940.
TV's most inexpensive program for
advertisers is The CW's "Beauty and
the Beast," which commands an
average of $21,253, according to the
Variety survey. The price is lower
than that paid for Saturday-night
repeats on CBS, NBC and ABC. And
the show's value to sponsors has
declined since last season, when it
had the popular "Vampire Diaries" as
a lead in: Last season, "Beast"
secured an average price of $40,699
for a 30-second spot.

Edited by devilish-grin - 11 years ago