Toyota was the first advertiser to drive into a partnership with the ABC comedy “Modern Family.” Tonight, it will be the last. As viewers watch a tribute to the program in the 8 p.m. hour Wednesday…
As viewers watch a tribute to the program in the 8 p.m. hour Wednesday on ABC, they will see an animated commercial showing a Toyota Highlander driving through a series of landscapes that clearly evoke the homes and some of the situations that were featured in the longtime program – all in advance of a series finale at 9 p.m. tonight.“The end of “Modern Family” marks an emotional and important moment,” says Lorenzo Harris, who oversees integrated media operations at Toyota North America.
The finale has even more importance to ABC’s parent Walt Disney, which is also grappling with the closures of its giant theme parks and a lack of live sports games to fill its ESPN sports-media portfolio. ABC has sought between $400,000 and $750,000 for a 30-second ad in the last show, according to a person familiar with the matter, though Standard Media Index, a tracker of ad spending, estimates the bulk of spots went for between $400,000 and $520,000.
Series finales often capture a premium from sponsors, but the cost of pitching in the “Modern Family” coda isn’t close to TV’s records. Running a 30-second ad in the last broadcast of NBC’s “Seinfeld” ran between $1.4 million and $1.8 million, while a 30-second spot in the last airing of “Friends” fetched between $1.5 million and $2.3 million. CBS sought between $1.2 million and $1.5 million
knowing full well that producers Steven Levitan and Christopher Lloyd would only do business with a handful of sponsors in any given season.
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