CBS is earning the biggest premiums for its new TV series this season, according to the annual who’s-getting-what-for-which-new-series report in Adweek.
Among CBS’s new crop, its new Robin Williams starrer The Crazy Ones snags an average cost of $175,200 for a 30-second spot – the biggest haul of any new comedy, beating NBC’s competing The Michael J. Fox Show, which clocks $110,050 per spot. But NBC’s The Blacklist is the most valuable new series on the primetime landscape, at an average $198,667 per spot – making Fox’s new Sleepy Hollow look a bargain at $139,120 per, the study noted. ABC’s highly hyped Marvel’s Agents of S.H.I.E.L.D. splits the difference, with an average rate of $169,730 per spot.
According to media buyers surveyed, CBS’s Chuck Lorre seven-season-old comedy The Big Bang costs advertisers a whopping $326,260 per 30-second spot this season, topping NBC’s The Voice at $264,575, ABC’s Modern Family ($257,435) and Fox’s The Simpsons ($256,963). Meanwhile, advertisers who get in early on Lorre’s new Monday comedy for CBS, Mom, are paying a mere $138,575 per spot. The Big Bang Theory is, however, averaging more than 19 million viewers this season. Mom is not.
And yes, the NFL commands the highest unit cost of any TV franchise, with NBC’s Sunday Night football franchise priced at about $570,000 per spot, and Fox’s eight late national NFC games at $595,000 per spot, but non-sports entertainment programs enjoy longer runs, Adweek notes.