NBC doubles ad rates for Couric's "Today" farewell

05/31/2006 | Advertising Age (tiered subscription model)

NBC slightly more than doubled the price for a 30-second spot to $110,000 for Katie Couric's final appearance today on the "Today" show, featuring a three-hour tribute to her. The network sold out its available ad inventory for the show the day before Couric publicly confirmed her departure. Couric's leaving the show to become the anchor of the "CBS Evening News."

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