I gave up on the complexities and time commitment of keeping up with the TV show "Lost" at some point toward the end of its second season. However, I have a couple of roommates that have kept up the "Lost" fanaticism all the way through to the sixth and final season. I can't lie, curiosity will get the best of me and I will probably join them in gathering around the television to watch the show's series finale on May 23.Advertisers are apparently betting that people like me are common if the price of a 30-second commercial spot is any indication. AdAge reports that available advertising slots during the "Lost" finale are going for a whopping $900,000. The price is well above the current going price of a "Lost" ad of just over $200,000.
The huge increase in price shows how advertisers expect huge numbers of returning viewers who want to find out the end of the mystery, which will make the finale a cultural event. Cultural events are becoming more important to advertisers in our Tivo-DVR-just-watch-it-online viewing attitude. The climactic "Lost" finale will be a rare show many viewers watch in real time, including commercials.
"Lost" viewership is best characterized as rabid and loyal. Many companies and advertisers would love to tap into such a passionate customer base. It's the type of show people talk about and advertisers hope those viewers will carry the conversation over into discussing the commercials.
Comparable Series Finale Prices:
"M.A.S.H." (1983) -- $450,000
"Seinfeld" (1998) -- $1.4 million - $1.8 million
"Friends" (2004) -- $1.5 million - $2.3 million
"Everybody Loves Raymond" (2005) -- $1.3 million
--Michelle Hirschfeld
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