The New York Post‘s Claire Atkinson writes about Katie Couric’s upcoming ABC talk show, and reveals that producers are asking around $50,000 for a 30 second spot. Atkinson compares it to Oprah’s former talker, which drew $100,000 for 30 seconds at the end of its run, but the more interesting element is this:
That rate would put Couric’s show, to bow in September, ahead of comparable costs for an ad spot on “Ellen,” or “Live with Regis and Kelly” — both of which command roughly $35,000 to $40,000 a spot.
Why is that a big deal?
Couric’s team is asking for higher ad rates than two established, successful shows with loyal audiences. While “Katie” may not actually get the $50,000 they are asking for, the fact that they expect to be in the ballpark (or beyond it) on day one is unusual, and suggests that Couric is a bankable brand.
Whether viewers follow is the most important question, and we won’t know that until late next year.