Advertising during Generations: Legacy is the second most expensive advertising spot on SABC 1, which is preceded only by the advertising costs during Uzalo.
In the years preceding the introduction of Generations: Legacy in 2014, the original Generations was the most watched program in the country. Therefore, the implication was that the show was the most lucrative television show in the country, in terms of the revenue earned by the public broadcaster over those years. At the time, it was estimated that a single commercial during a broadcast of the original version of SABC’s flagship soap 1 was estimated at R200,000.
However, since 2014 SABC 1 has a new show that continues to hold the title of the most watched soap opera in South Africa, Uzalo. The isiZulu soap exceeded expectations after its debut season and has retained its title ever since. Despite this, in the years since the first season, the question of his screenplay has been called into question. However, due to the fact that the show attracts millions of viewers, Uzalo will continue to air on time due to advertising revenue generated.
When you talk in detail about the cost of acquiring an advertising spot for Generations: Legacy, the South African Broadcasting Corporation (SABC) has shared a fee schedule that details how much an advertising agency can expect to pay. First, the pricing table shows the price for a 30-second ad on different days of the week, which advertisers can book.
On Mondays, Tuesdays and Thursdays, the broadcaster will charge R200,000 for a 30-second advertisement. Wednesdays are the days when the broadcaster charges the most, as they put the estimate at R 210,000 to advertise during that time. Finally, Fridays are the cheapest, as it is believed that not all viewers on a Friday are actively watching and the number of viewers is considerably lower. Therefore, getting an ad spot will cost R 170,000 for a 30 second ad.
For advertisements of shorter duration, the cost of the commercial is dramatically reduced by approximately R10,000 for every five seconds cut from standard 30-second advertisements.