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AdAge reports today that Katie Couric's goodbye isn't just massaging her ego; it's also giving a healthy rub and a happy ending to NBC, which has more than doubled its ad rates for today's episode of the Today show. 30 seconds of air time went for $110K, with the network selling off the last of its available space sometime last week.

In the past few commercial slots, we've seen, in order: The Devil Wears Prada trailer, Royal Caribbean, Sub-Zero, Denny's, Neutrogena, Efferdent Plus, and 2 more The Devil Wears Prada trailer. So while the pearls soaked in barbeque sauce may have come at a price, those Prada spots cost 20th Century Fox considerably more than they price of mimicking Anna Wintour's wardrobe. And really, the movie doesn't exactly clash with the click-clacking exit of Couric's heels.

Ad Rates for Katie's Goodbye More Than Double [AdAge]