29
Nov
How 'Victoria's Secret Fashion Show' Turns $12 Million Into $5 Billion in One Hour
Broadcast in more than 180 countries, the $12 million made-for-TV-event attracts the world’s top models and features A-list musical guests. And it’s all designed to burnish a brand that peddles fantasies to everyone from teenagers to suburban housewives of America.
“It’s the only one-hour network show dedicated to a single brand,” says Mitro. “It puts our brand in front of millions of people around the world during the crucial holiday period.”
CBS licenses the show from Victoria’s Secret for slightly more than $1 million, well below the $20 million it pays for the Grammys. The show is not exactly a ratings blockbuster — 9 million viewers tuned in last year, compared with nearly 27 million who watched the Grammys this year — but it does bring younger viewers to CBS; more than half of the 2010 audience was in the 18-49 demo.
