Where Will ‘Oprah’ Syndie Dollars Go Now?

By Andrew Gauthier 


“The Oprah Winfrey Show” was a big deal for syndication — especially for national advertisers — pulling in nearly $160 million per year. Where will Oprah advertising dollars go after she leaves the air in September 2011?

Some analysts believe the show could remain in syndication with other similar TV talk shows. Others believe it could head to cable.


With the overall national syndication marketplace at $4.2 billion in 2008, according to TNS Media Intelligence, Oprah Winfrey‘s piece of the market amounted to around 4.0% of all syndication national money.

This came from the three minutes of national advertising time in the daily one-hour show sold by CBS Television Distribution. (Her show was double run in many top markets, which added to her total gross rating points for national advertisers).

“The Oprah Winfrey Show” took in $158.8 million in 2008, according to TNS Media Intelligence. The year before, the show had $158.9 million in ad revenues. More…