CW - How much money the CW earns for TV advertising for each show!
Oct 24, 2011
Cancelled Shows Hart of Dixie Nikita Supernatural Vampire DiariesNote: these prices were paid for early on before this season's ratings
The average cost of 30 second spot on the CW for all it's shows (this is more important than ratings):
#1 America's Next Top Model $61,315
#2 Vampire Diaries $54,016
#3 Gossip Girl $50,304
#4 Ringer $47,741
#5 Hart of Dixie $47,406
#6 The Secret Circle $45,970
#7 90210 $38,576
#8 Supernatural $32,477
#9 Nikita $29,374
Source AD age
ANTM? That's a surprise. And poor Nikita :(
ReplyDelete:O interesting, thanks!
ReplyDeleteThis list is very odd particularly in relation to SPN. TVD makes sense. They get around 70% more viewers than SPN in the demo, and command about 70% more ad revenue. No problem with that. But SPNs Live +SD ratings either beat or are in the same ballpark as HoD, Ringer, 90210 and ANTM. In recent weeks, as SPN has stayed steady, and the new shows have dropped (exactly what happened last season too) we have come up the leaderboard. Last week SPN matched ANTM, 90210, and TSC in the demo and beat Ringer. Yet these shows are attracting 50 to 100% more than SPN for each ad slot. How can that make sense? And even more bizarrely, how can GG - which SPN is stomping all over both in total viewers and the demo - be getting 60% more per ad slot than SPN? One reason could be that these figures were negotiated at the up fronts, and are massively influenced by the persuasiveness of the marketing people re how popular the new shows will be. A lot was expected of Ringer, for example, with it being SMGs first TV show since Buffy, originally being planned for CBS etc. But that doesn't explain the disparity between SPN's ad value and that of some of the other, older, shows like GG and 90210. They are getting way more per 30s than SPN for a similar or lower, demo. How can ANTM get twice per ad what SPN gets with the same demo? Even at this price per 30s slot, SPN is bringing in $32 million in ad revenue. With all its other income on top from DVD sales etc I'm sure it is still profitable. But these figures seem totally skewed and don't bear much relationship; either in the pecking order, or the relativities to actual ratings.
ReplyDeleteif you read the little note at the top, it says these prices were paid for early on before this season's ratings.
ReplyDeleteThis should answer all your questions.
I'm trying to understand this here, and I can't. How do "Gossip Girl," "Ringer," and "Hart of Dixie" command greater ad revenue than "Supernatural?" None of those three shows is anywhere near as popular, either this season or for the six before. Now, I can understand "The Secret Circle" bringing in that kind of money; the rates were determined before anyone realized how weak the show would be (especially considering it's "Vampire Diaries" lead-in). And, of course, "The Vampire Diaries" is top of the heap with the target demographic, so I get that too. But for the love of Christ, I don't understand why any decent ad exec would charge more for "Hart of Dixie" than for "Supernatural."
ReplyDeleteNot really kpalm.
ReplyDeleteI can understand the new shows being a shot in the dark as no-one knew how they would go. But the old shows make no sense either. SPN consistently beat many of these other shows in last seasons ratings yet they get less ad revenue.
Thanks this is very interesting
ReplyDeletebut those other shows beat supernatural in the 18-34 womens demo, which if that is what these prices are based off of makes complete sense.
ReplyDeleteWow.
ReplyDeleteI don't even watch any of these shows and I'm just as flabbergasted as you right now. And Gossip Girl, a show that is constantly at the bottom of the 'top 125' shows list is getting THAT much per :30? I'm just as confused as you are right now.
ReplyDeletewith How Low Gossip Girl's Ratings are im surprised Gossip Girl ranks so high and is almost as high as Vampire Diaries considering VD is there flagship series
ReplyDeleteWow, I love that Ringer is hanging in there in the top half! It's great that advertisers have faith in the show - I think it's one of the year's best newbies. I'm also sad to see Supernatural so close to the bottom, though I know it doesn't consistently bring in the numbers.. but they've got some dedicated fans! I know I'M loyal to J and J! :)
ReplyDeleteWell I wondered the same thing, but that doesn't explain it either. Latest list for the w18-34 demo;
ReplyDeleteTHE VAMPIRE DIARIES - 2.0
THE SECRET CIRCLE - 1.4
90210 - 1.3
GOSSIP GIRL - 1.2
ANTM - 1.1 - RINGER - 1.1 - HART OF DIXIE - 1.1
SUPERNATURAL - 0.7
NIKITA - 0.5
Yes SPN and Nikita are the 2 lowest rated on the young women demo, and get the lowest ad $ per slot, but ANTM is nowhere near the top of the w18-34 list, yet attracts the highest price of all CW shows by some margin. TVD gets almost 2x more women than ANTM yet gets less in advertising. Also 90210 gets 20% more female viewers than Ringer and HoD, but attracts 20% less in ad revenue.
I'm not sure there is much evidence that the network still chases this demo that hard anymore anyway - certainly since the departure of Dawn O. Last season it was a toss up between Nikita and Hellcats for renewal. Hellcats was much the more popular of the 2 among young women, but it was Nikita that got the nod. And only a couple of days ago - in OKing a new script with (groan) Michael Bay involved - Mark P said he's "interested in expanding the net's reach beyond the 18-34 female demo. A Bay series would likely bring along a male audience, and potentially tap into the international market."
Also, do we know that advertisers will pay more for young women viewers? The most expensive spots are in live sports (v male skewed). The article these ad figures come from says "Sunday, filled with football and male-skewing animated programs on Fox, remains the most expensive night on TV for marketers, as it has for several years."
Either way, the order the shows come in on the list, and the relativities don't seem to make much sense to me
"I'm also sad to see Supernatural so close to the bottom, though I know it doesn't consistently bring in the numbers"Actually Elisabeth, SPN is doing fine in terms of Live + SD demo this season. Even though it is on Fridays (a poor ratings day) It is right in the middle of the CW rankings - above GG, Nikita, HoD. About the same as 90210, ANTM, Ringer, but less than TSC and TVD.
ReplyDeleteThat is the point I was making in my comment below. SPN is mid table in Live + SD viewers, yet bottom of the pile in terms of advertising. Maybe it is just that Friday nights cannot command the same ad rates no matter what the ratings. If you look at the overall list, all the Friday night shows have among the lowest ad rates on their respective networks.
actually Gossip Girl and Hart of Dixie do better atleast in The Cw's Targer Demo of W18-34
ReplyDeleteof course Nikita and SPN is at the bottom they are the friday shows. Is anyone really surprised by this chart. This is of no importance. Anyone know that friday shows is the lowest in advertisement
ReplyDeleteI'm not gonna enter at all in stats and numbers and I totally get and agree with your reasoning. I'm just gonna put some theory out there.. Maybe the type of advertisers vs the show is taken into consideration. Per example, the fashion industry might be more interested in playing their ads in show like GG or ANTM than Supernatural. So the CW will ask more depending on the demand from specific advertisers for specific shows.
ReplyDeleteOr regardless of ratings and demo, maybe advertisers don't want to put to much money in advertising on Friday night because of the stigma that usually goes with Friday night television (even though SPN and Nikita are among my fav shows..) As for the new shows and how advertising was paid in advance, TSC was from the creators of VD, which was the biggest hit, Ringer had SMG coming back to TV and HoD was from the creators of GG, so they were probably guessing they would all take off... But then I don't know about 90210.. Maybe there are factors that have nothing to do with ratings that are taken into consideration.. but what exactly I don't know. If companies want to put their add in one show for some reasons and that the demand is bigger than the offer, they can increase the price for a 30sec spot...
I think some people should watch type of commercials are on during these shows and you'll get your answer. Supernatural and Nikita are lower because they have less commercials directed towards what those other shows key demo is. Plus the Friday Factor
ReplyDeleteHow is "America's Next Top Model" more than "Vampire Diaries" ???That's insanity
ReplyDeleteThe GG ads paid too much because they are failing in the ratings department this season. Meanwhile, ritually-underrated Supernatural is still holding its own on Friday.
ReplyDeleteI'm not that worried for Supernatural. Even though the CW doesn't earn a lot in ads, Supernatural gives a lot of money in sales for sure.
ReplyDeleteHow exactly is it determined how much it will cost for ad time for each show?
ReplyDeleteMy thoughts are they have a new president so the up fronts for the CW were earlier then usual. The stars of the Supernatural were out of the country doing conventions. They weren't even there. The big show that the CW pushed put it's money into promoting was Vampire Diaries. I saw the pictures from the Up Fronts. If advertising is pushed from this, then the amount Supernatural got was based on out of site, out of mind. It was not right, but it happened. I work with a large number of people in the demographic the CW uses. They can't keep a job. When I was looking for work after Hurricane Ike, one woman told me she'd rather have an older person then a younger one. She told me they are flighty, goof off, and quit their jobs. Those are the people who are going to be constant shoppers? Give me a break. I buy items that are advertised on the CW. I intend to start contacting them. There are a lot of people not in that category who are shoppers. We don't quit when we hit 35 or 45 for that matter.
ReplyDeleteSupernatural and Nikita earn less because they are on Friday night. All the Friday night shows on all networks earn less than any other night besides Saturday(where there is almost no original programming.).
ReplyDeletei dont undersatdn how ANTM is #1 i thought vampire diaries would be!
ReplyDeleteVery interesting and pretty rare to get actual numbers on TV spots instead of just people guessing. So that means a little over 7.5 ads each episode pay for Jensen and Jared's salary. After paying the rest of the cast and crew, you have approximately SPN's budget with a bit more thrown in after DVD sales. No wonder they can't afford to turn on the lights or create a monster that doesn't look human. Poor Supernatural.
ReplyDeleteAdvertising rarely makes sense but I am surprised by these figures too. My guess is that different nights get different ad revenue and also the C3 numbers have to play in this. If more people watch commercials during Gossip Girl than Supernatural, this would make more sense. However, the biggest factor is probably what kind of advertisers are being wooed for the show. Gossip Girl involves high fashion, revolving trends, and the good life. This is likely to attract different advertisers than Supernatural or most genre shows. The CW can use the culture of that show as its own selling point.
ReplyDeleteBut surely Dahne, America's plaid shirt manufacturers, pie bakers, salt sellers, and beer brewers must be queuing up to advertise on SPN ;-)?
ReplyDeleteBWAH!! It's liquor sales should rival any sports game. Plus I always thought clothing manufacturers were crazy paying for half-naked models in their advertising. Let's face it. If the amount of clothing worn determined how much clothing companies would pay, Supernatural would have a large budget. Dean and Sam alone wear more clothes than the entire cast of 90210.
ReplyDeleteThank you for your info.
ReplyDeleteBut now I understand even less they putting Supernatural on Friday.
how bout... Cancel 90210 and put supernatural tehre :D just sayin
ReplyDeletethey earn 250 000 per eps???? or per year? either way omg $$$$
ReplyDeleteYeah, I think that people see a Friday slot as a death sentence - as a cultural norm, I don't think the majority of people choose to stay home and watch TV on Friday night. That, of course, is a generalization, assuming days like Friday and Saturday are nights for people to go out and celebrate the weekend. I can see why advertisers would be hesitant to spend their money on those slots.
ReplyDeleteI hadn't checked the Live + SD numbers, so thanks for letting me in on that - I'll have to make sure to look into those as well, and I'm glad the show is doing pretty well in that area.
There's one show missing on this list, H8R. I'd really like to know how much they were willing to pay for this crap.
ReplyDeleteNot really surprised to see Fridays shows so far down the list. SPN makes up for it with DVD sales, among other things.
Is this really more important than the ratings ? I mean with Gossip Girl horrible numbers each week, can we really expect to see it renewed because of this ? I don't think so.
Jensen and Jared both earn $125,000 per episode. They confirmed a while ago that they both make the same amount of money and SpoilerTV had an article earlier that mentioned Jared gets $125,000 an episode. It seems like an outrageous amount of money to me, but Hugh Laurie from House makes $700,000 an episode and Mark Harmon from NCIS makes $500,000.
ReplyDeleteAccording to the same article, H8R earned $34,743 for a 30-second spot. More than Supernatural. How's that for shocking!
ReplyDeleteC3 ratings will continue to be the gold standard for measuring TV shows, although this can't hurt Gossip Girl. Considering renewal notices typically go out right before Upfronts, the CW will have to guess how much advertisers will be willing to pay for Gossip Girl next year.
*jaw on the floor* WHAT? I thought.... i... but... fucking christ. And they say they arnt rich? wow, i knew big shows like house (hugh laurie is a big star) paid like that but..... Fir the cw im impressed and pissed.No wonder no show stay on air.
ReplyDeleteokay lol im too in shock to think straight.
It's horrible that a reality show is making more than Supernatural.
ReplyDeleteAnother thing to take into account is how many spots are actually sold. I don't watch any other show than SPN on the CW, but it would be interesting to know how many spots are taken for CW show promos (which are basically unsold ad slots). I would bet some of the shows higher on this list aren't selling as many spots, so SPN really could be bringing in more $$ since they don't show only a few promos for other shows within the hour. If anyone else watches the CW shows, count the show promos in each and compare. Then you can decipher which show is truly bringing in the most cash for the network. It would be interesting to find that out.
ReplyDeletevery interesting surprise at some of the prices
ReplyDeleteExactly what I was thinking too. Even though since I don't have the CW here, I cannot confirm this theory by watching live and seeing the type of ads.
ReplyDeletewow there are really many spn fanboys on here
ReplyDeleteANOTHER BIG THING THEY LOOK AT IS ITUNES/DVD - GG IS NO 1 ON UK/US ITUNES CHART AS WE SPEAK - AGAIN!!!
ReplyDeleteAnd me, I don't understand at all why Jared and Jensen are paid that much when the actors of TVD (hit of the CW by the way!!!) are paid only 40,000 by episode for Ian Somerhalder, and less than that for Nina and Paul...
ReplyDeletemaybe cause they are only season 3? They will prob earn more later
ReplyDeleteWell, for me it's just the problem : it's season 3, not season 1, they should already earn more...
ReplyDeleteyou do realize that what i was saying is that Jared and Jensen earn way to much right? I dont think tvd should earn more 40 000 per eps! 40 000 is more then the average $$$ people earn for ONE YEAR! they do 22 eps. I'll let you guess how little the people that work on the show earns compare to the actors. and they work longer hours then the actors do.
ReplyDeleteanyway... just my opinion
But if there was more adds on friday night then on the other nights then wouldnt they sell it for more?
ReplyDeleteI wasn't very clear, I meant that the TVD cast should earn more than SN cast, but I'm not saying that it's normal to have such a salary...
ReplyDeletealright :P then im sticking with SPN has 6 complete season and TVD has 2... its normale. Dont know how their contract is but when it ends they will probably get more on the next one.
ReplyDeleteNo. They base the prices on many factors, but one of them is the potential of sales. Most advertisers would prefer not to buy time on fridays since it is proven that there are less viewers to see their ads. I believe it is common across all networks to charge less for Friday ads. From what I understand, Thursday is the big ad day since they can get movie studios advertising for movies opening on the next day.
ReplyDeleteMy point is that just because a show charges less for a 30 second spot, doesn't mean they are making less for the network. For example: let's say there are 10 30-sec spots for each show (there are more, but this is just for a demo purpose!) Out of those 10 spots, let's say Gossip Girl sells 5 of those to advertisers who wish to reach the young female demo (for tampons, make-up, etc. :). With a cost of $50,304 per spot, they make $251,520 for the network that week.
Now, Supernatural advertisers may wish to reach a different demo (cars, phones, horror movies :)) They pay substantially less, but for the purpose of this discussion, there are more spots sold simply because the show has higher 18-49 numbers. So let's say they sell 8 out of those 10 spots. SPN gets $32,477 per spot, so brings in $259,816 for the network.
The point is, that just because they charge more per spot, doesn't necessarily mean the show makes the network more money. That's why I'd be interested to find out how many spots are sold per show (all commercials minus local spots and CW promo spots) to see what shows actually make money.
They are still in their intial contract. It is standard for lead actors on a drama to get paid in the range of $35-$50 thousand per ep. There is a pay scale for actors set by the union. If the show makes it past the initial contracts (usually 3-5 years) the salary for the leads will go up. J&J were only paid around $40-50,000 the first few years. As the show grew in popularity and the network renewed, salaries were renegotiated. In it's 7th season, I'd be surprised if they weren't making that much.
ReplyDeletehum true. We could count them for a week and know HAHAH! On memory there is more promos during GG and all that then Spn but im kinda in a crazy place when i watch spn so i could be wrong :P
ReplyDeleteIt's been so weird to watch reality TV gain such a foothold over the course of the last decade... especially when some of them are so ridiculously unrealistic
ReplyDeleteI'm totally with you! I don't know why people feel like they have to mess with the classics, anyway.. ABC Family failed with 10 Things I Hate About You, now we have 90210, the new Footloose movie, and the supposed remake of Dirty Dancing? Come on.. leave it alone..
ReplyDeleteHa! I'd do it, but i have absolutely no desire to watch any other CW show. I can't even DVR them all and count because it would screw up what's already programmed on the DVR. It's just a curiosity. I'm just going to go with the fact that SPN is in season 7 and GG and 90210 will never live that long. :)
ReplyDeleteNot only that - but the aren't the prices based on projected ratings? - if those ratings aren't delivered, the network owes the sponsor give backs or free spots.
ReplyDeleteI would imagine that's part of the reason why H8R was cancelled outright rather than letting it ride. The repeat of Ringer is doing as well ratings-wise and they have a place to air the give-backs for the sucky GG ratings.