'Desperate Housewives' Keeps Sunday Rates Competitive

By Claire Atkinson

Published: September 21, 2006
http://adage.com/mediaworks/article?article_id=112014

NEW YORK (AdAge.com) -- Marketers will pony up as much as $700,000 for a 30-second spot in Fox's midseason hit, "American Idol," according to an initial survey of media agencies, conducted annually by Advertising Age. The Tuesday-night singing competition, returning in January, is the most expensive show for the third year in a row. Back in 2003, when NBC's "Friends," topped the list, "American Idol," didn't even make the top ten.

 

Not all pay full price
The cost of a 30-second spot is based on early estimates of pricing information from the network, though some marketers pay significantly less -- around $550,000 -- depending on their overall commitment to the show and to Fox. For instance, Advertising Age's exclusive price data last year found TV buyers paying around $496,000 for a Tuesday-night spot. Prices also rise as the season comes to an end in May 2007; some advertisers will pay more than $700,000 as the finale nears.

Others at the top of the heap include Fox's "House," ABC's "Desperate Housewives," and ABC newcomer "Brothers and Sisters."

The "Idol" Wednesday-night edition remains the second-most expensive show, also commanding prices in the $550,000 to $700,000 range. The additional Thursday-night "Idol" broadcast, which Fox added this year, is also commanding top dollar. The Tuesday "American Idol" was the most-watched show last season, and the Wednesday edition finished No. 2. The show commanded an 18-49-year-old audience of 31 million during the 2005-2006 season.

Benefiting from 'Idol'
Also benefiting from the continued dominance of "Idol" is Fox's "House," which will follow the "Idol" broadcast on Tuesdays starting in January and has held its own this quarter without the help of "Idol." According to some early estimates "House" has seen pricing double from last year's $200,000 to $400,000.

Overall, the pricing for Sunday nights is nearly as competitive as Thursday, a night that always draws top rates given the number of marketers looking to reach viewers before the weekend. Buyers report demand for ABC's "Desperate Housewives" remains strong -- marketers will pay in the $400,000 range for a 30-second spot, despite criticism of last year's creative standards.

Newcomer "Brothers & Sisters" is commanding up to $300,000 per spot. The show features Calista Flockhart and Sally Fields in a family-based drama and could end up being the highest-priced newcomer to the network grid this season.

On NBC "Sunday Night Football" is commanding prices (around $350,000) that are similar to those ABC had charged for "Monday Night Football." News Corp.'s new entry, My Network TV, looks to be the bargain basement of broadcast. Buyers are reporting pricing for the two telenovelas, "Desire: Table for Two" and "Fashion House," at anywhere between $20,000 to $35,000 for a spot.