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‘Scandal,’ ‘Chicago Fire,’ ‘Supernatural’ Command More Ad Cash From Sponsors When Many Shows Can’t

on November 3, 2013

Variety

What do TV shows about firefighters, Washington D.C. spin doctors, and ghost doctors have in common? The answer: An increasing flow of ad coin.

Given the ratings difficulty most broadcast networks experienced last season, when Fox, NBC and ABC saw total viewership decline and all five English-language broadcasters experienced erosion among viewers between 18 and 49, it comes as little surprise that ad prices for most returning shows have plummeted. But there is a small handful with figures on the rise.

“Chicago Fire,” “Scandal” and “Supernatural” aren’t among TV’s biggest generators of viewership or ratings in the advertiser-desired 18 to 49 demographic. But they were able to do something many of their prime-time siblings could not: draw more ad dollars from sponsors, according to findings from a Variety survey of prime-time ad prices.

The Variety survey uses estimates from as many as six media-buying firms as well as information…

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