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Oprah finale ad rates higher than 'Lost'
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Oprah Winfrey's syndicated program might air in daytime, but it's hitting up advertisers for major-league primetime ad rates for its final episode.

The asking price for a 30-second ad on Oprah's May 25 finale is $1 million, according to Horizon Media researcher Brad Adgate.

That's more than last year's finales of ABC's "Lost" ($900,000) and Fox's "24" ($650,000), despite Oprah having a smaller audience (about 7 million viewers) than either of those dramas. Oprah's distributor had no comment.

You have to go back to the season finale of CBS' "Everybody Loves Raymond" ($1.2 million) to find a steeper asking price for a series finale.

The most expensive finale in Adgate's research? The finale of "Friends," which commanded a nearly Super Bowl-sized $2 million.

Adgate points out that there's increasingly an event glow around a series finale, making it more akin to a live telecast even when taped, and Oprah is a brand that many advertisers want to be associated with.


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