Most expensive 30 sec. spots ever

NEW YORK — Two movie studios were the buyers of the most expensive 30-second TV spots ever sold, two slots during NBC’s May 14 “Seinfeld” finale that went for $2 million each.

The most likely buyers are Sony for “Godzilla,” which opens Memorial Day weekend, and Walt Disney for “The Horse Whisperer,” scheduled to open May 15.

NBC, which declined comment, has 18 more 30-second spots available for the final one-hour episode of “Seinfeld.”

The Peacock network set the previous advertising record this past Super Bowl, for which advertisers paid $1.3 million per 30-second spot.

Media buyers are doubtful the “Seinfeld” event will match the Super Bowl’s 44.5 rating, but they said 40 was attainable, which is double the show’s average. Sources said NBC sales execs have not made an official ratings projection for advertisers. The unique nature of the telecast makes it difficult for NBC to make a prediction in which it can have confidence.

It’s too early to tell whether or not NBC will be able to sell all of its “Seinfeld’ avails for $2 million each. NBC sales execs just hit the street this week and demand is difficult to gauge. However, NBC has plenty going in its favor: The economy is strong, the “Seinfeld” finale will be the programming event of the spring and the sitcom attracts a high percentage of young, urban viewers, the type most attractive to advertisers.

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