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October 22, 2012 by · Leave a Comment 

For the first time since 2007, ads on Fox’s American Idol are not the most expensive on TV for media buyers. According to Advertising Age, that distinction now belongs to NBC’s Sunday Night Football. Setting aside ads for the Super Bowl, the summer Olympics, and the top awards show, all of which command premium pricing, SNF carries the highest pricetag of nearly $550,000 for a 30-second spot. The Wednesday-night performance episode of Idol landed at No. 2 with $341,000, down by 32 percent from last year. No. 3 on the list is ABC’s Modern Family with $331,000, just $10,000 above No 4 on the list, the Fox comedy New Girl. The Thursday performance episode of Idol rounds out the top five with $296,000, down 37 percent from a year ago. Significantly the remaining five shows in the top ten are all sitcoms, a format that appeals strongly to viewers 18-49, an age group that advertisers especially prize. Significantly the two highest-rated scripted shows among total adults, CBS’s dramas NCIS and NCIS: Los Angeles, didn’t make the top ten.