Thursday, April 18, 2019

“LOST” — THE END IS NEAR

March 29, 2010 by · Leave a Comment 

ABC is selling 30-second ads for the three-hour series finale of Lost on May 23 for about $900,000 each, Advertising Age reported today (Monday), citing unnamed media buyers. The figure is around four times the average $213,563 that advertisers were spending for spots on the show during the upfront market last year, according to the trade publication, which observed that the willingness to pay such a premium price demonstrates advertisers’ increasing interest in so-called event programming which continues to gain audience share even as regular programming sees a drop. And while Lost‘s ratings have continued to slacken during recent seasons, it retains a core of avid fans. In an interview with AdAge, Kris Magel, director for national broadcast at the media agency Initiative, indicated that ratings alone are not necessarily advertisers’ principal consideration. “There are many advertisers willing to pay a reasonable premium for inventory in programs that generate such a highly passionate and rabid fan base,” he said, adding, “There is definitely value in that.”