Now that there competitors are on the ropes, Fox (NWS-A) has a chance to dominate the airways more than before, as "American Idol" is about to be released upon a depleted bunch of network competition.
Now that there isn't much available for agencies to put their advertising against, prices for 30-second spots are climbing even more, as they're now commanding about $1 million each. At the beginning they were asking and getting about $750,000 a spot. Nothing else on any network comes even close. Advertising revenue this year is estimated to increase by about 20 percent for "Idol."
News Corp. President Peter Chernin said he estimates it'll only take about three weeks for them to take over the No. 1 spot this year, and who knows by how much they'll dominate with nothing much to go against them. They'll definately take the No. 1 spot again, now it's a matter of by how much. It should be a huge gap this year between them and the other networks.
Throw in the Super Bowl, which will air next month, and where the last several 30-second spots went for $3 million a piece, and there's no limit to where Fox may go for the season.
"We are seeing great strength in all of our television advertising markets," Chernin said. "We've won the broadcast season for the last three years, and we expect to win it by a larger margin this year. We have a very strong ratings hand to play."
American Idol will be aired on Tuesdays and Wednesdays this year, but as in other years, you never know what Fox will do, as it interjects a third night occasionally to jack up their numbers. With their competition down this year, I wouldn't be surprised to see them do it more to gain on them.
This doesn't even include the new "Terminator: The Sarah Connor Chronicles," which after watching tonight, should do very well. It looks like they've got it right, assuming it continues on in the same fashion it was introduced.
Either way, Fox should have the best network performance since it's appearance on the airwaves.
I agree; Fox's current lineup is definitely looking good. I can personally think of several shows airing on Fox that would have me back every week. I'd like to think with prices being closer to spots purchased during the Super Bowl we'll see ads as entertaining during American Idol.
Posted by: Dana | January 15, 2008 10:19 AM | Permalink to Comment