No recession in the industry of Britney Spears

A ratings winner
Television ratings show that a major Spears incident attracts viewers to each of the main entertainment news TV shows, too.

“All of us sustained a major ratings spike” when Spears was taken to the hospital two weeks ago, said Charles Lachman, executive producer of Inside Edition. “It happens every time with her.”

It’s more difficult to assess the economic gain for TV shows because they sell ads weeks in advance, with rates based on average expected ratings. If the show fails to deliver, it has to reimburse the advertiser, but there is no such compensation if ratings exceed expectations.

Suffice it to say that advertisers love the extra attention. “Anything that boosts ratings is a win-win for everyone,” said Shari Anne Brill, an analyst with ad buyer Carat USA.

On the flipside, the Spears story isn’t making money for everyone. There are costs involved, too. For instance, the increased scrutiny puts a burden on Los Angeles civil service units, which have to keep Spears safe and public spaces uncluttered.

The L.A. Police Department wouldn’t estimate the extra costs Spears generates. Her ambulance incident last week was handled by officers already on duty. The fire department said it was considering charging Spears for the ambulance ride, but did not disclose how much.

Spears’ numerous court appearances — for custody hearings, divorce proceedings and a civil case — have more measurable effects. Richard Barrantes, chief of court services division of the LA County Sheriff’s Department, said when Spears and Federline were in court on Oct. 26, his office billed the court $2286.10 to cover the cost of extra security at the courthouse.

Music has become an afterthought
The star’s behavior may be eroding her own brand, as well. Spears remains among the most-recognized celebrities, along with Johnny Depp and Will Smith, according to Marketing Evaluations, the company that developed the “Q Score.” But she is not well-liked. Her negative Q Score is at 66 — only Federline has a lower one among all celebrities — meaning two-thirds of people who know who she is give her a “fair” or “poor” rating. The average for female performers is 30.

Spears, who used to pitch for Pepsi but no longer fronts for any mainstream products, gets most of her income from music sales, augmented by several perfume lines and other side projects. Elizabeth Arden, Spears’ partner in the perfume business, introduced a third Spears scent, “Believe,” last fall.

So far, Spears’ antics don’t appear to have hurt personal earnings, which, according to court papers released in November, are roughly $737,000 per month.

“A good actor or musician can get away with some pretty bizarre stuff offstage as long as they keep delivering the goods in their focal profession,” Smith said.

Spears seems to have done that, winning critical acclaim for “Blackout,” her first studio album in four years. The record hit No. 1 on the charts last fall, although it faded quickly. Its headline single, “Gimme More,” topped out at No. 3 on the Billboard 100.

Now that she’s back in focus for offstage drama, her music is an afterthought. And at some point, most industry experts agree, the public will grow tired of the Spears story.

That doesn’t mean the economy that sprouted around her will wilt.

“If it’s not Britney, then it’ll be Lindsay or Paris or some other person we haven’t heard of yet,” Smith said.

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