NBC and advertisers have set the bar low on ad rates for Jay Leno’s new primetime talk show, according to a story in the Wall Street Journal, which says rates being paid are about half what advertisers would pay for spots in hour-long dramas airing on different networks at 10 p.m.
Advertising executives say the rates they are negotiating for spots in Jay Leno’s new primetime talk show are about half of what they’d have to pay for spots in dramas airing at the same hour on rival networks, according to a story in the Wall Street Journal.
Written by Sam Schechner and Suzanne Vranica, the story says the show can turn a profit at those reduced levels because it is cheaper to produce. If the show turns out to be profitable and a success, it could set a new path for beleagered broadcast networks, the story says.
NBC will spend about $100 million on Leno’s new show, the story says, noting that it would cost about $300 million to fill the time slot with dramas and reruns.
WSJ Online subscribers may read the full story here.