Lucrative Friends hits heights

The series is a US comedy institution

Glossy comedy Friends is now the home of the most expensive advertising on American television, according to an influential trade journal.

At about $455,700 (£291,399) for a 30-second spot in one of the hit show's advert breaks, Friends has now overtaken the American version of reality show Survivor and hospital drama ER.

In Advertising Age's advert price survey, ER cost $438,514 (£280,403) per 30-second advert, while reality show Survivor dropped to third at $418,750 (£267,765) from first place last year.

Rumours of how much the cast of Friends are paid circulate constantly, but with 33.3 million viewers, according to Nielsen Media Research, and a recent Emmy win, many may feel they are worth it.

The show is valuable to advertisers because it draws in a key audience between the ages of 18 and 49.

Speculation rife

A massive rise of 27% in the cost of advertising during Friends is part explained by a similar rise in viewing figures for this age group.

"There's the anticipation that this is probably going to be the last year and so advertisers want to be part of it," Stacey Shepatin, of advertising agency Interpublic Group.

It has been widely speculated that the current ninth series will be the hit comedy's last.

The opening episode of the series - which follows the lives of six close friends in a New York apartment block - has received rave reviews.

And Jennifer Aniston and the show as a whole were recently honoured at the Emmys, the prestigious American television awards.