×

Fox’s ‘24′ Advertising Fees Among TV’s Priciest

CBS seeking $165,000 to $185,000 for 30 seconds in 'Under the Dome' as summer months on broadcast show new life

Even Jack Bauer, the indefatigable U.S. super agent from the popular Fox series “24,” can be bought.

Fox is seeking as much as $500,000 for a 30-second ad in the debut of “24: Live Another Day,” a much–ballyhooed revival of its groundbreaking spy drama, and between $325,000 and $350,000 for a spot in subsequent episodes, according to people familiar with the situation.

Even at $325,000, an ad in the new “24” would be among TV’s priciest.  At $325,000 a commercial in “24: Live Another Day” would be the second-most expensive program on broadcast television, according to a Variety survey of ad prices for the 2013-2014 TV season, beaten only by NBC’s “Sunday Night Football,” which notches an average of $628,000 for a 30-second spot. A 30-second ad in ESPN’s “Monday Night Football,” at an average of $408,000, also costs more.

The prices for the limited “24” series, set to debut May 5 on Fox, suggest demand for the program has not waned since the original show went off the air in 2010. Fox sought between $200,000 and $280,000 for a 30-second spot in the series’ last season, and pushed for as much as $650,000 for a 30-second ad in the original series finale.

The limited series, which will feature regular cast members Kiefer Sutherland and Mary Lynn Rajskub, may be seen as pivotal to Fox’s plans for the near future. Executives at the network have articulated a strategy of relying on “event” programs set to launch year-round.

Fox and National Geographic Channel are poised to launch a modernized version of the popular PBS science series “Cosmos” March 9 and 10. And the network has plans for such limited run series as “Wayward Pines,” a thriller from M. Night Shyamalan about a Secret Service agent stuck in an eerie little town. A recreation of the popular 1980 miniseries “Shogun” is in development.

The return of “24” is just the latest signal that broadcast-TV networks are reversing a longstanding policy of putting on lesser-quality programming in the summer months. For decades, based on business patterns that made sense when three broadcast networks soaked up much of the TV viewing in the U.S., CBS, NBC and ABC would largely use the summer to run specials, burn off failed pilots and play reruns.

With the rise of cable networks and their investment in original scripted series that launch in summer, the broadcasters have ceded a lot of viewing to rivals.

CBS found success last year with the debut of “Under the Dome,” a sci-fi drama based on a story by noted horror author Stephen King. CBS is seeking an average of $165,000 to $185,000 for a 30-second ad in the show’s second season, according to a person familiar with the situation. Ads in the show’s first season could have been had for $116,000, according to one ad buyer’s estimate.

Demand for “Dome” ramped up as the series played out on air last year. Movie studios, not typically the biggest buyers of air time on CBS, were willing to pay as much as $300,000 to run trailers during the program, according to the person familiar with the situation. In some weeks, every commercial break in “Dome” included an ad for a movie.

CBS said both “Under the Dome” and a new summer series, “Extant,” have been “very well received” by media buyers and advertisers. Nina Tassler, chairman of CBS Entertainment, recently held meetings with advertisers and their representatives in Chicago, New York and Detroit.

More TV

  • Hasan Minhaj

    Nahnatchka Khan, Hasan Minhaj, 'Just Mercy' Cast Talk Inclusion

    “Always Be My Maybe” was “satisfying” to create because it gave focus to two characters that wouldn’t typically be portrayed as romantic leads, said director Nahnatchka Khan of her Netflix film at the CAA Amplify conference in Ojai, sitting on a panel with comedian Hasan Minhaj and NBA star Chris Paul. “We’re all big fans [...]

  • Sebastian Maniscalco

    Sebastian Maniscalco to Host MTV VMAs

    MTV has announced that comedian, actor and best-selling author Sebastian Maniscalco will host the 2019 “VMAs” live from the Prudential Center in Newark, New Jersey on Monday, Aug. 26. Last year, Maniscalco published his best selling book “Stay Hungry,” followed by a stand up tour of the same name. The comedian has also sold out [...]

  • T-Pain, Faheem Rashad Najm. T-Pain performs

    TV News Roundup: 'T-Pain's School of Business' Sets August Premiere

    In today’s roundup, “T-Pain’s School of Business” sets an August 6 premiere on Fuse, and OWN greenlights a new talks series. EXECUTIVE NEWS Matt Brodlie is leaving his role as director of original film at Netflix to join the Disney+ content marketing team as senior vice president of international content development. In his new role, [...]

  • Songs for Screens Powered by Mac

    Songs For Screens: Labrinth on Scoring HBO’s Drake-Produced Drama 'Euphoria'

    British singer-songwriter Labrinth (née Timothy Lee McKenzie) has been having one of the biggest years of his nearly decade-long career, from the April release of his collaborative album with L.S.D. (a.k.a. Labrinth Sia & Diplo) to his starring role in the latest campaign for MINI, where he reinterprets Cole Porter’s cowboy classic “Don’t Fence Me [...]

  • The Office

    'The Office' to Stream Exclusively on NBCUniversal Service Beginning in 2021

    NBCUniversal announced Tuesday that it will begin streaming “The Office” exclusively on its standalone streaming service beginning in 2021. The popular comedy series will leave Netflix once the current deal with NBCU expires at the end of 2020, the same year that NBCU plans to launch its ad-supported streaming service. All nine seasons of the [...]

  • 'Lincoln Lawyer' Series in Development at

    'Lincoln Lawyer' Series in Development at CBS from David E. Kelley

    David E. Kelley is returning once more to the court of legal dramas. CBS has issued a series production commitment for “The Lincoln Lawyer,” with Kelley in position to pen and executive produce. Based on the series of bestselling novels by Michael Connelly, the show hails from A+E Studios in association with CBS TV Studios. [...]

  • Patrick Somerville'Maniac' TV Show premiere, London,

    'Maniac' Creator to Helm 'Made for Love,' 'Station Eleven' for WarnerMedia

    “Maniac” creator Patrick Somerville has signed on to helm two new series, “Made for Love” and “Station Eleven,” for WarnerMedia’s upcoming streaming service. “Made for Love,” which will be executive produced and directed by S.J. Clarkson, is a 10-episode, straight-to-series adaptation based on the novel of the same name by Alissa Nutting. The half-hour comedy [...]

More From Our Brands

Access exclusive content