Katie "Cha-Ching" Couric's goodbye

NEW YORK (AdAge.com) -- NBC is making the most of Katie Couric's "Today" finale. According to buyers, the network charged $110,000 for a 30-second spot in Ms. Couric's final appearance on the morning show she first appeared on 15 years ago. Media buyers got a bargain if they bought the show in last year's upfront, when spots sold for $50,000.

According to industry executives, media buyers began scrambling for the 25% of available inventory the day before Ms. Couric confirmed her departure on air. Among the major categories ramping up a presence on the show, expected to rate highly, are movie studios, electronics companies, home-appliance manufacturers and travel and tourism marketers. Last week NBC sold the last of 50 units in the three-hour broadcast.

On April 3 Ms. Couric told viewers: "I wanted to tell all of you out there that after listening to my heart and my gut, I've decided I'll be leaving 'Today' at the end of May." She will be managing editor of the "CBS Evening News," and becomes the first woman solo anchor of a nightly news broadcast. CBS is paying a reported $15 million to Ms. Couric for the role, and the network has said it will look for a corresponding increase in ad pricing.

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