Is Katie Couric’s Daytime Show Worth $50,000 a Spot?

Aims to 'fill the void' left by Oprah

Katie Couric, Jeff Zucker, and syndication company Disney-ABC Domestic TV have begun pitching Couric’s new daytime show to ad agencies and clients, the New York Post reported today.

Disney-ABC execs are reportedly saying that the show will be a combination of news and personal stories, filmed live in New York, although Couric will occasionally shoot outside the studio. According to the Post, they’re also telling prospective buyers that Katie intends to “fill the void” left by Oprah’s departure from daytime TV back in May—a very lofty aspiration.

Couric’s ad prices, however, appear to be a better indication of how big her team expects the show to be. At about $50,000 for a 30-second spot, Couric’s show is ahead of Live With Regis and Kelly and Ellen, which each ask $35,000 to $40,000 a spot, says the Post. But Couric's prices are nowhere near The Oprah Winfrey Show, which was commanding a whopping $100,000 by the end of its 25-year run in May.

Some TV ad execs aren’t even sure that Couric can manage to pull in $50,000 a spot. Gary Carr, head of TV buying at TargetCast, compared Couric to Jane Pauley, the Today show host whose daytime show flopped back in 2004. “Katie Couric was fine on the Today show, but she didn’t exactly set the world on fire at the CBS Evening News,” he told the Post.