DATA REPORT: Historical Unit Cost Analysis for Will & Grace Reboot

DATA SOURCE: SQAD MediaCosts: National (NetCosts)
Our Data SQAD Team has pulled historical cost data (2004-2006 season) for the NBC juggernaut, Will & Grace to see where the show was sitting for ad values compared to the competition; and to see how those same numbers would compete in the current TV landscape.
The data in this report is showing the AVERAGE :30sec AD COST for each of the programs listed, averaged across the date range indicated. When comparing ad costs for shows across different years, ad costs for those programs have been adjusted for inflation to reflect 2017 rates in order to create parity and consistency.
IN THIS REPORT:
WILL & GRACE
V.S. TOP SITCOMS ON MAJOR NETWORKS – 04/05 SEASON
Reviewing data from the second to last season of Will & Grace, we see that among highest rated sitcoms on broadcast TV of the time, Will & Grace came out on top for average unit costs for a 30 second ad during the Fall 2004 season. Although it had been seeing declining ratings over the previous 3 seasons, it dominated with an average ad cost of $325,619 – with Everybody Loves Raymond taking second place with an average cost of $268,163, and Two and a Half Men following closely behind at $266,167.
Looking at the second half of the season (Winter/Spring 2005), ratings continued to decline but Will & Grace again took first place with an average unit cost of $377,733. Second and third place remained the same, as well – Everybody Loves Raymond had an average unit cost of $298,851 and Two and a Half Men had $234,260.
COMPARISON DATA:
We compared Will & Grace to the following sitcoms for the 2004-2005 season:
PROGRAM | FALL 2004 | SPRING 2005 |
---|---|---|
Arrested Development | $188,144 | $180,625 |
Two & A Half Men | $266,167 | $234,260 |
Everybody Loves Raymond | $268,163 | $298,581 |
George Lopez Show | $117,689 | $102,585 |
My Wife & Kids | $127,867 | $100,026 |
Will & Grace | $325,619 | $377,733 |
WILL & GRACE
V.S. TOP SITCOMS ON MAJOR NETWORKS – 05/06 SEASON
For Will & Grace’s final season, we compared it against other top sitcoms on broadcast TV and discovered that falling viewership had an impact on its place as top earner for comedies. Will & Grace came in second during the Fall 2005 season with an average unit cost of $186,883, right behind Two and a Half Men ($267,451). That ‘70s Show and The Office were neck and neck after Will & Grace, with average unit costs of $170,919 and $171,773, respectively.
As we transitioned into the back half of the season, average unit costs for Will & Grace jumped nearly 30% from the fall season to $242,500 – keeping it in second place behind Two and a Half Men ($261,927), and fending off challenges from The Office and How I Met Your Mother.
COMPARISON DATA:
We compared Will & Grace to the following sitcoms for the 2005-2006 season:
PROGRAM | FALL 2005 | SPRING 2006 |
---|---|---|
According To Jim | $126,806 | $99,919 |
Bernie Mac | $85,029 | $92,388 |
How I Met Your Mother | $159,014 | $185,827 |
King of Queens | $154,829 | $167,013 |
That 70’s Show | $170,919 | $137,331 |
Two & A Half Men | $267,451 | $261,927 |
Will & Grace | $186,883 | $242,500 |
The Office | $171,773 | $198,298 |
WILL & GRACE
TOP SITCOMS TREND REPORT – 04 – 06 SEASON
Pulling back to view the trends over the last two seasons of the show, the year/year comparison trend shows Will & Grace experienced a dip during its last season, 2005-2006, coming in second for average unit costs at $242,500, behind Two & A Half Men ($261,927). Despite the drop, it still topped popular shows of the time like King of Queens ($167,013), That ‘70s Show ($137,331), and According to Jim ($99,919).
COMPARISON DATA:
We compared Will & Grace to the following sitcoms for the 2004-2006 season:
PROGRAM | FALL 2004 | SPRING 2005 | FALL 2005 | SPRING 2006 |
---|---|---|---|---|
According To Jim | $127,115 | $117,227 | $126,806 | $99,919 |
Bernie Mac | $164,597 | $165,875 | $86,029 | $92,388 |
George Lopez Show | $117,689 | $102,585 | $114,843 | $85,461 |
King of Queens | $126,848 | $140,946 | $154,829 | $167,013 |
Still Standing | $149,108 | $148,613 | $93,928 | $73,858 |
That 70’s Show | $187,113 | $218,802 | $170,919 | $137,331 |
Two & A Half Men | $266,167 | $234,260 | $267,451 | $261,927 |
Will & Grace | $325,619 | $377,733 | $186,883 | $242,500 |
WILL & GRACE
V.S. TOP SITCOM FINALES
For perspective, we pulled the ad cost numbers for the finale episode of other popular comedies that said goodbye since Will & Grace dropped off the air, and equalized their average :30 costs for inflation. Of these finale broadcasts, Will & Grace saw the highest average unit cost of $574,233. King of Queens (finale May 14th, 2007) came in second at $483,245 and How I Met Your Mother (finale March 31st, 2013) in third with an average cost of $460,557.
COMPARISON DATA:
We compared the series finale show of Will & Grace to finale shows of other sitcoms on the major broadcasting networks, adjusting all the costs for inflation to reflect 2017 rates:
PROGRAM | AIR DATE | AVG :30 | ADJ. INFLATION (2017) |
---|---|---|---|
How I Met Your Mother | March 2014 | $444,082 | $460,557 |
King of Queens | May 2007 | $408,103 | $483,245 |
Ugly Betty | April 2010 | $117,571 | $132,378 |
The Office | May 2013 | $356,000 | $375,196 |
Arrested Development | February 2006 | $98,000 | $119,349 |
Scrubs | March 2010 | $166,600 | $189,890 |
That 70’s Show | May 2006 | $182,500 | $222,258 |
Will & Grace | May 2006 | $471,513 | $574,233 |
WILL & GRACE
V.S. CURRENT RUNNING SHOWS – Fall 2016
Fall 2016 NBC Dramas
When considering the motivations for NBC’s resurrection of Will & Grace, it’s interesting to look at the current averages for :30 ads for NBC’s 60 min dramas currently running on the network. When adjusted for inflation, we see that the average :30 ad value of the worst rated season (‘05/’06) of Will & Grace is standing in a commanding position in the field, taking second, right after the juggernaut This Is Us.
While comparing the earning potential of a 30 minute sitcom against NBC’s 60 minute dramas is not a perfect comparison, it illustrates the earning potential NBC may be expecting with this reboot.
COMPARISON DATA:
We compared Will & Grace to the following NBC dramas running in the Fall 2016 season:
PROGRAM | AVG. :30 |
---|---|
Chicago Fire | $147,676 |
Law & Order: SVU | $87,470 |
The Blacklist | $150,940 |
This is Us | $272,702 |
Will & Grace* | $227,596 |
Fall 2016 Comedies
When we look at the data from the top rated broadcast TV comedies airing in the Fall of 2016, we compared average unit costs during Will & Grace’s last season (adjusted for inflation) and found that the adjusted average :30 from their lowest rated season ($227,596) comes in second, right behind Big Bang Theory ($281,225). Seeing that the average :30 for the final season of Will & Grace is beating popular shows like Modern Family ($209,656) and Kevin Can Wait ($143,808), it’s reasonable to surmise that NBC sees the reboot as a strong competitor for ad dollars.
COMPARISON DATA:
We compared Will & Grace to the following comedies running in the Fall 2016 season:
PROGRAM | AVG. :30 |
---|---|
Big Bang Theory | $281,225 |
Black-ish | $138,232 |
Fresh Off The Boat | $106,046 |
Kevin Can Wait | $143,808 |
Life In Pieces | $128,865 |
Modern Family | $209,656 |
Mom | $113,103 |
New Girl | $100,676 |
Superstore | $105,249 |
The Good Place | $100,891 |
The Last Man On Earth | $115,347 |
The Middle | $132,572 |
Will & Grace* | $227,596 |
WILL & GRACE
V.S. CURRENT RUNNING SHOWS – Spring 2017
Spring 2017 NBC Dramas
Looking at the back half of the 16/17 television season, we see that the adjusted average :30 for Will & Grace ($295,329) has taken the leading position among NBC’s most-valuable drama programming, beating out all of the 60 min dramas on the network including the breakout hit, This Is Us ($256,030). Of course, the bump in average :30 unit costs for Will & Grace in 2006, which pushed it over the top, can be attributed to the series ramping towards its finale in 2006.
COMPARISON DATA:
We compared Will & Grace to the following NBC dramas running in the Spring 2017 season:
PROGRAM | AVG. :30 |
---|---|
Chicago Fire | $122,352 |
Law & Order: SVU | $83,886 |
The Blacklist | $130,058 |
This is Us | $256,030 |
Will & Grace* | $265,329 |
Spring 2017 Comedies
Looking at the second half of the 16/17 season, against a heavily packed broadcast TV roster of 30 min comedies, Will & Grace’s adjusted average :30 ad rates from their final (and lowest rated season) puts them at the top of the heap; ahead of the Big Bang Theory ($214,025) and Modern Family ($146,543) with an average (adjusted for inflation) unit cost of $295,329.
Even when comparing the average :30 unit cost of the lowest rated season of Will & Grace, against the top money-maker comedies on TV today, it’s easy to see that NBC had good reason to reboot this series – if only to regain a portion of the earning potential of the original series.
COMPARISON DATA:
We compared Will & Grace to the following broadcast TV comedies running in the Spring 2017 season:
PROGRAM | AVG. :30 |
---|---|
Big Bang Theory | $214,025 |
Black-ish | $116,557 |
Fresh Off The Boat | $94,538 |
Kevin Can Wait | $106,708 |
Life In Pieces | $92,952 |
Modern Family | $146,543 |
Mom | $87,749 |
New Girl | $137,417 |
Superstore | $90,211 |
The Last Man On Earth | $101,049 |
The Middle | $113,251 |
Will & Grace* | $295,329 |