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SBD Global/October 17, 2013/Media

Sports Trails Only Reality Shows For Highest-Priced 30-Second TV Commercials

Reality TV shows "draw the largest interest from advertising agencies," but sports are a close second, according to Charlotte Willis of the HERALD SUN. Channel 9's "The Voice" was most expensive, with the finale getting $150,000 for a 30-second spot, but nabbing second this year was the Australian Football League Grand Final on Channel 7. The "epic grudge match" between Hawthorn and Fremantle grabbed A$135,000 ($129,000) per spot. A close third was the National Rugby League Grand Final on Channel 9 at A$100,000. Think "that's a lot?" The match, during which the Sydney Roosters triumphed over the Manly Sea Eagles, "averaged 3.6 million viewers nationally." That is "an awful lot of eyeballs on your product." Fusion Strategy CEO Steve Allen said, "Sports tend to be priced a little bit more premium partly because there are the very significant sports rights negotiations." But it is all "pocket change compared to our overseas counterparts." Meanwhile, Fox earns A$624,940 during NFL games -- "the highest unit cost of any TV property" (HERALD SUN, 10/16).
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