Advertising Industry
Industry: Email Alert RSS FeedSirius asking top dollar for spots on Stern show; Buyer says network pitched $20 million price for 'live-read' ad.(Sirius Satellite Radio Inc)
Advertising Age, August, 2005
Byline: ABBEY KLAASSEN
Looking to buy a live read on Howard Stern's show on Sirius Satellite Radio? Be prepared to shell out about the same as what advertisers pay for his current radio program-for a considerably smaller audience.
Though the show doesn't hit Sirius until January, sales executives are tentatively talking pricing with media buyers, and their asking rate suggests that Sirius CEO Mel Karmazin has bold ambitions for his star talker. One buyer reported being pitched a $20,000 price tag for a live read on Mr. Stern's new show; another suggested the fee was a bit lower.
A live read, in which the show's host uses a provided script to endorse a product, is typically about twice as expensive as a 30-second spot. The floated price of...
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