American Idol ruling the roost by a significant margin with a $700,000 price tag for 30 seconds doesn't surprise me. It's good to be #1. Slightly more surprising to me was the gap between #2 in cost, Grey's Anatomy @ $465,000 and CSI, which is 8th on the list at a cost of $290,000.
CSI pulled many more viewers last week -- over 4 million more total (24.85m for CSI vs. 20.48m for Grey's, according to the Fast Affiliate overninghts). CSI had over 20% more viewers! So why is Grey's more expensive? Ageism plain and simple, with perhaps a little gender bias thrown in for kicks.
To the degree that advertisers actually pay the rates in this table -- and for a variety of reasons I don't assume it's a very high degree -- the buyers are perhaps just dopes. Would they really pay what amounts to 60% more for a 30 second spot on Grey's vs. CSI for what amounts to 7/10ths of a rating point in the 18-49?
I expect it's not purely that simple, and the advertisers on Grey's also value the 18-34 crowd, especially the females, and I don't doubt Grey's has a few more of those than CSI. But using the 18-49 base as a proxy, the premium seems too high.
The now defunct Nashville is at least the lowest on the list at $60K.
I tried to talk Gorman into blowing our advertising budget for the next 20 years by running a 30 second spot on Kitchen Nightmares ($75,000) but he wouldn't go for it. Maybe he'd have gone for Bionic Woman @ $185,000. Full list:
|Show||Network||Cost / 30 sec. ad|
|American Idol Monday||Fox||$700,000|
|American Idol Tuesday||Fox||$700,000|
|Sunday Night Football||NBC||$350,000|
|Dancing with the Stars||ABC||$250,000|
|Extreme Makeover: Home Edition||ABC||$250,000|
|Two and a Half Men||CBS||$230,000|
|My Name is Earl||NBC||$195,000|
|Back to You||Fox||$175,000|
|Americas Top Model||CW||$175,000|
|Dirty Sexy Money||ABC||$168,000|
|The Big Bang Theory||CBS||$138,000|
|Beauty and the Geek||CW||$115,000|
|Great American Band||Fox||$109,000|
|Dont Forget the Lyrics||Fox||$100,000|