Adgate

The steep price tag is nearly unheard of for daytime programs, as the audience is smaller, but buyers will likely pay even more depending on placement within the May 25 show, says Horizon's Brad Adgate.

Oprah Finale Commanding $1 Million for 30-Second Ad Spot 2011

Nonetheless, "comedies are vitally important," analyst Brad Adgate says.

Fall TV: The 5 Big Questions 2011

Those ratings translate to big advertising bucks for MTV, notes Horizon Media analyst Brad Adgate.

Summer TV Winners and Losers 2011

Advertisers feel comfortable with broadcast TV, said Brad Adgate , senior vice president of research at ad-sales shop Horizon Media.

TV Lures Ads as Audiences Scatter Jessica E. Vascellaro 2011

Adds Adgate: "They have certainly, at least for now, gotten into the zeitgeist of teens and young adults."

Summer TV Winners and Losers 2011

Says Adgate: "Cable has been a little more aggressive in canceling shows that aren't generating viewers."

Summer TV Winners and Losers 2011

Based on O'Brien's performance on Tonight, Adgate says his TBS show will appeal to a younger audience than Leno or Letterman and draw about 70 to 80 percent of the 18-to-49 ratings for those shows.

The Biz: Conan the Destroyer? 2010

"There's an upswing in event programming," says analyst Brad Adgate of ad firm Horizon Media, noting increases for the Olympics, Super Bowl and other sports.

41.3M viewers accept Oscar; awards shows on the 'upswing' 2010

Brad Adgate, senior VP at the ad-buying firm Horizon Media, predicts Conan will pull in about 1.5 million viewers a night (Leno averages 3.7 million, while Letterman has 3.6 million).

The Biz: Conan the Destroyer? 2010

Brad Adgate of ad-buying firm Horizon Media says AGT sponsors scared off by Stern will be replaced by new ones who will give the show a second look: "Any slack can be picked up by Howard Stern devotees — mostly younger men — who may not watch a lot of broadcast television."

The Biz: Is Network TV Ready for Howard Stern on America's Got Talent? 2011