"TV isn't necessarily the most effective, but it's the most efficient and still casts the widest net," says Moore, whose studio, like Warner Bros., is considered one of the most aggressive at marketing. "You get the people you want on social media, but the key is getting enough people." For Moore, DVR time-shifting is the biggest concern: "It doesn't help if Universal is advertising on Thursday night for Lucy and people watch [the TV spot] the next week."
In summer 2013, film studios clamored for a spot on Under the Dome after the series became a hit. "CBS made a fortune because it was broadcasting original programming in the summer. It started at $60,000 and ended up at $300,000 and $400,000 for a 30-second spot," says one top marketing executive. AMC's The Walking Dead, cable's top show in the 18-to-49 demo, charges upward of $300,000 for 30 seconds, nearly as much as CBS' The Big Bang Theory. That's nothing, however, when it comes to football: NBC's Sunday night games can command $600,000 to $700,000 a spot, while weekend day games sell for $400,000 to $600,000 (Argo peppered football in fall 2012).