Seinfeld

The economics of a TV supershow and what it means for NBC and the industry

It is the first TV series to command more than $1 million a minute for advertising--a mark previously attained only by the Super Bowl. Its growing strength has helped a smart network dominate prime time--and news, mornings, and late nights, too. It has shattered the ceiling of what a network will pay to keep a show and even its supporting actors. It effortlessly creates cultural artifacts and major tourist attractions out of the quotidian doings of its characters. It has so permeated popular consciousness that the august New York Times's op-ed page warned recently that the show was contributing to the coarsening of American life. It will cost NBC about $120 million to bring it back for its ninth season. That's more than 10% of NBC's entire prime-time budget for 26 shows. But it probably is worth every penny, even before you start counting the $180 million or so the network will get from advertising alone.

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