Whoa. This was bound to happen. American Idol ad rates are down 32%, according to the latest figures from Ad Age released Sunday:
Here’s where we see how much American Idol‘s ratings drop last year stings Fox — and how much football helps NBC. Last year 30-second ads on NBC‘s Sunday Night Football were just slightly more expensive than the talent show — $512,367 vs Idol’s $502,900 — according to Advertising Age’s widely watched annual tally of average ad prices for the major networks’ regularly scheduled prime time shows. But there’s no contest in Ad Age’s latest figures, out tonight. Football’s up 6.2% to $545,142 while Idol dived to $340,825. That’s the show’s lowest price in years and puts it neck-and-neck with ABC’s Modern Family, up 32,7% to $330,908. (Idol’s numbers are hard to average because they rise significantly as the show approaches the finale.) The latest price estimates also show that seven of the most expensive shows are comedies.
Modern Family, a half hour comedy, is close to beating Idol. Who would have thunk it?