--- description: Correction appended, March 6 Jack Bauer’s return to television is fast approaching, and it seems no one is more excited about it than advertisers. The... title: 24 Live Another Day Ad Prices image: https://static.time.com/v3/assets/bltea6093859af6183b/blt7c7b43ddd17d23af/69868424d0b6f2620c303191/107275583.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [World](/section/world/) ## World Update your preferences in [Account Settings](/account/preferences/) Close * [Advertising](/tag/advertising/) ## Advertising Update your preferences in [Account Settings](/account/preferences/) Close # _24_ Is About to Become the Most Valuable Show on TV by [Victor Luckerson](/author/victor-luckerson/) ## Victor Luckerson Update your preferences in [Account Settings](/account/preferences/) Close Mar 6, 2014 10:45 AM CUT  View of the of the plexiglas structure where fans watch continuous episodes of "24" in an attempt to break the current Guinness World record of 86 hours for the longest consecutive television viewing on December 2, 2010 in Hollywood, California. 100 people will try to win USD 10,000 for the last alert Jack Bauer's fan after the "24" marathon challenge. AFP PHOTO / GABRIEL BOUYS (Photo credit should read GABRIEL BOUYS/AFP/Getty Images) View of the of the plexiglas structure where fans watch continuous episodes of "24" in an attempt to break the current Guinness World record of 86 hours for the longest consecutive television viewing on December 2, 2010 in Hollywood, California. 100 people will try to win USD 10,000 for the last alert Jack Bauer's fan after the "24" marathon challenge. AFP PHOTO / GABRIEL BOUYS (Photo credit should read GABRIEL BOUYS/AFP/Getty Images)GABRIEL BOUYS—AFP/Getty Images by [Victor Luckerson](/author/victor-luckerson/) ## Victor Luckerson Update your preferences in [Account Settings](/account/preferences/) Close Mar 6, 2014 10:45 AM CUT **Correction appended, March 6** Jack Bauer’s return to television is fast approaching, and it seems no one is more excited about it than advertisers. The premiere of the upcoming TV miniseries _24: Live Another Day_ will command as much as $500,000 for a 30-second commercial, according to [Variety](http://variety.com/2014/tv/news/ads-in-fox-revival-of-24-among-tvs-priciest-1201126050/ "undefined"). That’s a larger sum than any primetime show this season except NBC’s Sunday Night Football. The _24_ reboot, which debuts May 5, will consist of 12 episodes that generally adhere to the real-time format of previous seasons. Episodes following the premiere will still net between $325,000 and $350,000 for their ads, Variety estimates. For comparison, _The Walking Dead_, which has been TV’s top scripted show for several seasons, currently commands about $326,000 for a 30-second spot. The unusual timing of _24_‘s premiere is part of a larger trend of networks shifting away from the September-May season structure. The slow summer months used to be chocked full of reruns, but when _Breaking Bad_ managed to double its ratings with the July premiere of its final season, it helped proved people are willing to ignore the nice weather outside for a good enough show. Broadcast networks are now readying their own summer dramas to compete with cable. Last June CBS premiered the science fiction drama _Under the Dome_ and the show notched impressive ratings, averaging 15 million viewers over its 13-episode run. Given the huge asking price for _24_ ads, Fox likely has even higher hopes for Bauer and company. **Correction**: The original version of this story mis-stated the cost of commercials airing on the Walking Dead. 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