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990118aag

TOP 50 SYNDICATED SHOWS RANKED BY AD PRICE


Posted 02/11/99

Advertising Age
01/18/99
Page S2

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COMMENTARY
Includes estimated current ad rates for the syndicated action hours: X-FILES (89K), ER (66K), STAR TREK DEEP SPACE 9 (59K), HERCULES (47K), XENA (46K), BAYWATCH (37K), EARTH FINAL CONFLICT (34K), STARGATE SG-1 (34K), WALKER TEXAS RANGER (31K), VIP (27K), NY UNDERCOVER (23K), NYPD BLUE (23K), PENSACOLA WINGS OF GOLD (22K), MORTAL KOMBAT (21K), CROW (19K), and NIGHTMAN (18K).

PRIMARY SOURCE

   Estimated cost of a 30-second commercial among the top 50 barter syndicated
TV series.

   ''Friends''*           $140,000

   ''Seinfeld''*          137,000

   ''Entertainment Tonight'' 105,000

   ''Home Improvement''*  102,000

   ''Fraiser''*           93,000

   ''X-Files''*           89,000

   ''The Simpsons''*      69,000

   ''Wheel of Fortune''   69,000

   ''ER''*                66,000

   ''Extra''      65,000

   ''Jeopardy!''  63,000

   ''The Oprah Winfrey Show''     60,000

   ''Star Trek: Deep Space 9''    59,000  

   ''Hercules''   47,000

   ''Hollywood Squares''  47,000

   ''Mad About You''*     46,000

   ''Xena, Warrior Princess''             46,000

   ''The Nanny''*         45,000

   ''The Rosie O'Donnell Show''   39,000

   ''Access Hollywood''   38,000

   ''Baywatch''   37,000

   ''Judge Judy'' 35,000

   ''Earth: Final Conflict''      34,000

   ''Stargate SG-1''*     34,000

   ''National Geographic Explorer'' 32,000

   ''Walker, Texas Ranger''*      $31,000

   ''VIP''        $27,000

   ''Inside Edition''     25,000

   ''New York Undercover''        23,000

   ''NYPD Blue''*         23,000

   ''Roseanne''*  23,000

   ''Live With Regis and Kathi Lee'' 22,000

   ''Pensacola: Wings of Gold''   22,000

   ''Mortal Kombat''      21,000

   ''Real TV''            21,000

   ''The Jenny Jones Show''       20,000

   ''The Jerry Springer Show''** 20,000

   ''The Crow: Stairway to Heaven''       19,000

   ''Ricki Lake'' 19,000

   ''Sister, Sister''*    19,000

   ''Night Man''  18,000

   ''Siskel & Ebert''     18,000

   ''Montel Williams Show''       17,000

   ''Sally Jessy Raphael Show''   16,000

   ''Wild Life Adventures''**     16,000

   ''Hard Copy''  15,000

   ''Judge Mills Lane''   14,000

   ''Maury''      12,000

   ''People's Court''     11,000

   ''Judge Joe Brown''    8,000

   Source: Advertising Age survey of national barter syndication buyers based on
Nielsen Media Research's 50 top-rated shows through Oct. 25, 1998.   Unit rates
are based on average price paid for a 30-second unit, after audience adjustments
are factored in for cash refunds.

   **Only one agency reporting.

   *Indicates an off-network show.

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