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?Friends? finale ads fetch record $2 million each
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?Friends? finale ads fetch record $2 million each
There?s nothing more golden than the value of old ?Friends? ? especially when they?re about to say farewell. The NBC television network is fetching an average $2 million per 30 seconds of commercial time for the highly anticipated May 6 finale of the 10-year-old smash hit ?Friends,? the most ever paid for a sitcom episode, industry experts said.
That figure comes close to the record $2.3 million paid this year for a 30-second spot on the CBS telecast of the Super Bowl championship of the National Football League, long the Holy Grail for TV advertisers. It also surpasses the previous banner buying spree for a comedy ? the $1.7 million averaged for NBC?s ?Seinfeld? swan song in 1998, which drew an estimated 76 m viewers.
What makes such broadcasts so appealing to advertisers is not only their potential to reach a huge audience but a ?highly engaged audience,? said Stacey Lynn Koerner, a chief analyst at the New York-based media and buying agency Initiative. ?The people that will be there, the people who really care about the show, are unlikely to tune out during commercial breaks because they don?t want to miss a second of it,? she told Reuters. ?This is the highest of the high when you talk about buzz-worthy environments.?
Intense demand among advertisers for a bigger slice of a steadily shrinking potential audience pie also is driving up prices. Most audience projections for the ?Friends? farewell ? 40 million to 50 million viewers ? fall far short of ?Seinfeld?s? conclusion and pale in comparison to the blockbuster tune-ins amassed for finales of NBC?s ?Cheers? in 1993 (80 million) and ?MAS*H? on CBS in 1983 (106 million).
Looking to make the most of the ?Friends? farewell, NBC is concluding its 10-season run with a one-hour retrospective followed by the finale itself.
<B>Steve Gorman</B>
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