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Apparently, Katie Couric is not as big as Oprah Winfrey — especially when it comes to the ad rates Disney-ABC Domestic TV is asking from Madison Avenue.
The syndication company, together with Couric and executive producer Jeff Zucker, is making the rounds of ad agencies and major clients outlining ideas for the show, while asking for something around $50,000 for a 30-second spot, sources tell The Post.
That rate would put Couric’s show, to bow in September, ahead of comparable costs for an ad spot on “Ellen,” or “Live with Regis and Kelly” — both of which command roughly $35,000 to $40,000 a spot.
But Couric’s rate is only about half of the $100,000 a spot for Oprah’s show before it left the airwaves after a 25-year run. This despite the sales team telling agencies that “Katie” aims to “fill the void” left by Winfrey.
Some on Madison Avenue feel the pint-sized 54-year-old will be hard-pressed to reach even halfway to Oprah’s ad money.
Gary Carr, head of TV buying at TargetCast, told The Post there was no way the show could command that kind of price. “I go back to Jane Pauley. She was America’s sweetheart, and her idea flopped. Katie Couric was fine on the ‘Today’ show, but she didn’t exactly set the world on fire at the ‘CBS Evening News,’ ” he said.
NBCUniversal’s “The Jane Pauley Show” debuted in 2004 and lasted for one season before getting axed.
Executives are telling agencies that the Couric show will be filmed live from New York and will consist of topical conversation on the news of the day, coupled with inspiring stories.
Couric, who is currently on the staff of ABC News, will also get to travel outside the studio when news presents itself. The show is expected to launch in a 3 p.m. slot on Disney-owned ABC stations and at various times on affiliated stations.
A rep for the syndication company declined to comment on ad pricing.
Disney said this week that “Katie” will launch in 55 of the top 60 markets.