From KCRW and KCRW.com, I'm Kim Masters, and this is the business.

You listen, if you listen and learn, then you're going to be able to do anything you want next time.

This week on the business, him? Oh, I'm afraid he's gone Hollywood.

This week on the business, the FX comedy, It's Always Sunny in Philadelphia, began as a home movie made by three friends.

Now it's in its eighth season.

We hear from two of the creators about the little comedy that could.

But first, it's the Hollywood News banter.

Stick around. It's the business from KCRW.

You can imagine Hollywood.

Everything is really driven by making money.

What's with him?

I'm joined by my partner in banter, John Horn, in Los Angeles Times.

Hello, John. Hello, John.

Hello, Kim.

So John, Advertising Age magazine has done an interesting study, which reinforces something that we already knew, but with a big emphasis, which is live sports programming, specifically football, is the place to be when you advertise on television and everything else is falling much

farther behind. It was a look at the most expensive 30-second spots in television, and right now

NBC's Sunday Night Football is not only in first, it's in first by a mile. They charge

$545,000 per 30 seconds, way above American Idol on Wednesday, which is $340,000.

And I think it dramatizes two things we've talked about.

One is the increased prominence and popularity of football on television.

ESPN has Monday Night Football now.

It's a huge hit.

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