Broadcast trends – ‘talk’ isn’t cheap

This fall’s new daytime talk shows have a few things working in their favor, notably the recovering ad market. The absence of Oprah means advertisers have millions of dollars in play for high quality daytime talk shows.

Katie Couric’s new show is expected to fetch ad rates just shy of Dr. Phil and Dr. Oz, who have the highest ratings and rates of the daytime talk genre. Couric is the most recognizable of the new hosts and is very well liked by TV viewers.

Jeff Probst is expected to fetch the next highest rates and ratings with his new CBS produced show. Working in his favor is the notoriety from having hosted ‘Survivor’ for 12 years. He has a built-in fan base and a potential platform to promote his talk show.

Ricki Lake is back on the talk show scene. Her new show will be similar in tone to Oprah, unlike her previous talk show which was in the mold of the ‘conflict’ shows like Maury and Springer.

Steve Harvey will also have a show this fall. Harvey is coming off of a successful stint hosting the syndicated ‘Family Feud.’

The outlook for these shows is good in terms of generating solid CPMs.

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