• by Wayne Friedman , April 6, 2006

NBC may raise its price by as much as 15 percent to 20 percent from its current "Today Show" advertising rates during the last week that Katie Couric remains as co-host of the show, according to media agency executives.

NBC could ask for as much as $78,000 for a 30-second commercial during Couric's last week. Her last day at "Today" will be May 31.

Currently, second-quarter pricing for "The Today Show" is at some $65,000 a 30-second commercial--which is up from its $55,000 upfront pricing. "The Today Show" is the top-priced morning show. "Good Morning America" is getting about $40,000 for a 30-second unit and "The Early Show" gets about $25,000.

One executive close to the network estimated advertisers would naturally get a break if they buy other NBC news properties. If, for example, NBC has 20 units left to sell that last week, it will try to package it with perhaps other NBC Universal news properties--for instance, cable network CNBC or NBC's Internet area MSNBC.com.

But don't expect wholesale price changes in the two months Couric has on the air before she heads off to CBS, according to media agency executives. That's because 90 percent of "Today"'s scatter inventory for the second quarter is already sold.

Although Couric news has grabbed big headlines, media buyers don't expect to see major viewership changes in her remaining weeks either. "There might be a little bump for her last few days, but probably not much," said Andy Donchin, senior vice president of national broadcast for Carat USA. "'The Today Show' will survive--it went through the same thing when Barbara Walters left and then when Jane Pauley left."

Couric has major TV brand name appeal--but media agency executives don't expect Couric's departure on May 31 to take on a TV event-like status like a "Seinfeld" or a "Cheers" finale. An NBC spokeswoman did not return phone calls regarding any advertising pricing changes for "The Today Show."

CBS is not expected to immediately take advantage of hiking up rates on its "CBS Evening News" show, of which Couric will front, becoming the first solo female anchor for broadcast evening news show.

Right now, CBS's unit price for its evening newscast is at approximately $40,000 for a 30-second spot, according to media executives. That price is up because of higher ratings achieved during Bob Schieffer's stint as anchor of "CBS Evening News." Previously, the show was getting about $35,000 a spot.

Industry executives estimate the cost for a 30-second spot is $62,000 for NBC's "Nightly News with Brian Williams," and $50,000 a unit for ABC's "World News Tonight."

The marketing effort for CBS's new big-name star is only now being formalized. Her initial marketing chores might start if she takes the stage during CBS' upfront presentations for national advertisers in mid-May.

"When you talk about TV brands, she is extremely well-known in the country--one [of the] top 10 TV personalities," said George Schweitzer, president of CBS Marketing Group. "That's impactful for us. That's a big plus."