Katie Couric’s Talk Show Asking For Surprisingly High Ad Rates

By Alex Weprin Comment

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.