Post by George WK Newman on Mar 15, 2010 15:59:50 GMT -5
www.forbes.com/2010/03/08/american-idol-24-v-business-entertainment-tv-moneymakers.html
LOS ANGELES -- At this time last year, Madison Avenue didn't know what to make of the Fox musical dramedy Glee. Without a clearly defined genre (was it a musical? A comedy? A drama?) advertisers seemed hesitant to shell out.
The show became a pop culture phenomenon, complete with chart-topping music and a hotly anticipated concert tour, but because of those early misgivings, it averaged only $1.4 million in ad revenue per half hour in 2009, putting it at an unimpressive 45th place among all network shows. (For perspective, all of the new comedies on Walt Disney ( DIS - news - people ) network ABC garnered more, including the quickly canceled Hank.)
One year and many million loyal viewers later, freshmen hits like Glee--which should get a ratings boost from appearing after American Idol this spring--will likely see their asking prices rise.
In Pictures: TV's Biggest Moneymakers
To determine which series generated the most advertising revenue in 2009, we turned to Kantar Media, formerly TNS Media Intelligence, which tracks ad spending. The firm surveyed all regularly scheduled prime-time shows, excluding sports franchises, for our third annual list of TV's Top Moneymakers. For an apples-to-apples comparison of network programs of differing lengths, the series are ranked based on ad revenue per average 30 minutes.
To be sure, the revenue figures provided are estimates. The amount individual buyers actually forked over for their collection of 30-second spots varies, depending on everything from advertisers' perceptions about a show's value to their clout with the respective network. The broadcast networks' continued viewership decline along with a recessionary marketplace factored into the decision-making process as well.
Once again, the ratings juggernaut American Idol on News Corp. ( NWS - news - people ) channel Fox scored the top spot on our list. The singing competition, now in its ninth season, continues to average some 26 million viewers each week, according to The Nielsen Company. As a result, advertisers desperate to capture their attention collectively shelled out $32.4 million for a two-hour episode, or $8.1 million for 30 minutes.
Coming in second is the only sitcom on the list, the CBS ( CBS - news - people ) program Two and a Half Men. What the long-running comedy lacks in critical acclaim it makes up for in audience size and media buyers' desire to court its viewers. Thus far this season, the show has charmed 14.7 million per show, making it the top-rated comedy on the air. According to Kantar, the Charlie Sheen star vehicle generated $3.1 million, on average, per half-hour show.
Fox's 24 rounds out the top three. The long-running drama may be losing buzz, but advertisers are still eager to pay up: A single episode--an hour in Jack Bauer's high-voltage world--generated $6 million, on average.
LOS ANGELES -- At this time last year, Madison Avenue didn't know what to make of the Fox musical dramedy Glee. Without a clearly defined genre (was it a musical? A comedy? A drama?) advertisers seemed hesitant to shell out.
The show became a pop culture phenomenon, complete with chart-topping music and a hotly anticipated concert tour, but because of those early misgivings, it averaged only $1.4 million in ad revenue per half hour in 2009, putting it at an unimpressive 45th place among all network shows. (For perspective, all of the new comedies on Walt Disney ( DIS - news - people ) network ABC garnered more, including the quickly canceled Hank.)
One year and many million loyal viewers later, freshmen hits like Glee--which should get a ratings boost from appearing after American Idol this spring--will likely see their asking prices rise.
In Pictures: TV's Biggest Moneymakers
To determine which series generated the most advertising revenue in 2009, we turned to Kantar Media, formerly TNS Media Intelligence, which tracks ad spending. The firm surveyed all regularly scheduled prime-time shows, excluding sports franchises, for our third annual list of TV's Top Moneymakers. For an apples-to-apples comparison of network programs of differing lengths, the series are ranked based on ad revenue per average 30 minutes.
To be sure, the revenue figures provided are estimates. The amount individual buyers actually forked over for their collection of 30-second spots varies, depending on everything from advertisers' perceptions about a show's value to their clout with the respective network. The broadcast networks' continued viewership decline along with a recessionary marketplace factored into the decision-making process as well.
Once again, the ratings juggernaut American Idol on News Corp. ( NWS - news - people ) channel Fox scored the top spot on our list. The singing competition, now in its ninth season, continues to average some 26 million viewers each week, according to The Nielsen Company. As a result, advertisers desperate to capture their attention collectively shelled out $32.4 million for a two-hour episode, or $8.1 million for 30 minutes.
Coming in second is the only sitcom on the list, the CBS ( CBS - news - people ) program Two and a Half Men. What the long-running comedy lacks in critical acclaim it makes up for in audience size and media buyers' desire to court its viewers. Thus far this season, the show has charmed 14.7 million per show, making it the top-rated comedy on the air. According to Kantar, the Charlie Sheen star vehicle generated $3.1 million, on average, per half-hour show.
Fox's 24 rounds out the top three. The long-running drama may be losing buzz, but advertisers are still eager to pay up: A single episode--an hour in Jack Bauer's high-voltage world--generated $6 million, on average.