Katie Couric Show Eyes Ad Rates of Around $50,000 (Report)

Katie Couric New Show Poster - P 2011

Katie Couric New Show Poster - P 2011

The new syndicated talk show is asking for ad prices for 30 second spots that would come in ahead of those for "Ellen" and “Live with Regis and Kelly,” but below those of the final season of Oprah Winfrey's syndicated show, which ran for 25 years.

NEW YORK - Katie Couric's planned syndicated talk show Katie positioning itself to fill the void left by the end of Oprah Winfrey's syndicated show and is looking for advertising rates above those of big established shows. 

Syndication company Disney-ABC Domestic TV along with Couric and executive producer Jeff Zucker is making the rounds on Madison Avenue and asking for something around $50,000 for a 30-second ad spot in the yet unproven show that is set to launch in September, the New York Post reported. 

That would be about half of the $100,000 that spots on Winfrey's show drew before it ended, but that was after a 25-year run of a beloved show.

However, the ad price would be above the costs for such shows as Ellen and Live with Regis and Kelly, which command about $35,000-$40,000, according to the paper.

Gary Carr, head of TV buying at small ad firm TargetCast, told the Post that the unproven Couric show could be shooting high in terms of the ad rates it targets. “Katie Couric was fine on the Today show, but she didn’t exactly set the world on fire at the CBS Evening News," he argued.

The Post said that executives are telling ad agencies that Couric's show will film live from New York and feature topical conversation on the news of the day along with inspiring stories. The show is expected to launch in a 3pm slot on Disney-owned ABC stations and at various times on affiliated stations.

The syndication company declined to comment on ad prices and other plans. Ad sales are expected to happen next summer following the networks' upfront presentations.

Earlier this week, Disney-ABC Domestic Television said that Katie has sold to 55 of the top 60 markets, covering more than 80 percent of the country.

Email: Georg.Szalai@thr.com

Twitter: @georgszalai