Media buyers are so confident that Seinfeld will deliver, that they pay around $575,000 a pop per 30-second spot--the highest rate on TV. Some have even shelled out as much as $640,000, according to Advertising Age. Said an NBC executive to the trade magazine: "You can't really expect people to pay $700,000 for a half a minute of Seinfeld...We're looking to do business with people, not turn them away."
Now with the Must-See comedy marked for extinction and the publicity machine in full hype mode, $700,000 per half-minute is a downright bargain.
According to the Los Angeles Times, NBC has jacked up the price for the final first-run episode of the top-rated, state-of-the-art sitcom. The going rate: a whopping $1.5 million for 30 fleeting seconds of air time.
In fact, that's more than the Peacock made advertisers pony up for last month's Super Bowl. (The network charged a then-record $1.3 million for each 30-second commercial for the Broncos-Packers showdown.)
Although ads on the acclaimed series had already sold out through the end of the season, NBC had no qualms adjusting its rates upward--especially with pundits predicting the final Sein-off could notch Most Watched TV Show of All-Time status.
Advertisers may not gripe about the increase, but will they get their money's worth? Maybe. The Super Bowl scored a monster 44.5 rating/67 share and was seen by 133.4 million people, the third-largest TV audience ever. Chances are Seinfeld (which this season rates a 20.9 with a 32 share) won't quite reach those figures, but it could be the biggest non-football event since the spring of 1993, when NBC bid adieu to Cheers.
Still, $1.5 mil is a lotta moolah for a Show About Nothing.