The cost of ad packages for the third season of AMC's "The Walking Dead" -- a dark, violent series about survivors making their way against hordes of zombies in a surreal, post-apocalyptic tableau -- hovered between $200,000 and $260,000 earlier in the year, according to two media buyers. And the network has been seeking as much as $375,000 for packages from so-called "scatter" advertisers who buy much closer to air time, according to an executive familiar with the tone of advertising negotiations surrounding the show.
Those figures suggest marketers value "The Walking Dead" almost as much as they do some of the most expensive programs on prime-time broadcast TV.
That's partly because total audiences for first-run episodes of "Walking Dead" this season have come in between 9 million and 11 million people, reaching milestones normally reserved for the broadest of TV's scripted fare -- along the lines of "Modern Family," which reached 12.2 million people last week, according to Nielsen, or Grey's Anatomy, with around 9.7 million.
The reach of "The Walking Dead" this season among viewers from 18 to 49 and men from 18 to 34, moreover, is proving "really only second to football at this point," said Brian Hughes, senior VP and audience analysis practice lead at Interpublic Group's Magna Global.
Advertisers appear willing to pay all but football-like prices for the program. At even $200,000, a package of ads around "The Walking Dead" is priced higher than a 30-second spot in such well-known boob-tube offerings as CBS's "NCIS:LA," ABC's "Revenge" or Fox's "Bones," according to
Advertising Age's annual survey of prime-time ad costs. And a $375,000 price tag is more than most marketers pay for 30 seconds in any show on broadcast TV except NBC's "Sunday Night Football" -- which commands a whopping average of $545,142.