You’re staring at your phone or the morning paper, coffee getting cold. The grid is mostly full. You have a four-letter word starting with "A" and ending in "D," and the clue just says cost of a plug crossword. It feels like a riddle. Is it about electricity? Is it about marketing? Is it about some weird plumbing fixture you've never heard of?
Crossword puzzles are basically psychological warfare disguised as leisure.
Most people overthink it. They start thinking about utility bills or the price of a Tesla supercharger. But veteran solvers know that "plug" is one of the most versatile words in the English language. In the world of crosswords—specifically the New York Times, LA Times, and Wall Street Journal—the word "plug" rarely refers to an electrical outlet. It’s almost always a sneaky reference to an advertisement.
When you see cost of a plug crossword clue, the answer is almost certainly ADRATE.
Wait. Sometimes it's just AD. Or RATE.
It depends on the grid size and the constructor’s mood. But let’s get into why this specific clue persists and how you can stop getting stumped by it.
The Semantic Trap of the Plug
Crossword constructors like Will Shortz or Patti Varol love "contronyms" and words with double meanings. "Plug" is a classic example. In the mid-20th century, a "plug" became slang for a blatant advertisement, usually during a radio or television broadcast. Think of a talk show host suddenly mentioning how much they love a specific brand of sparkling water. That’s a plug.
So, the "cost" of that plug? That’s the ADRATE.
The complexity comes from how the clue is phrased. If the clue is "Plug's cost," you're looking for AD RATE. If it's "Cost of a plug," it might be the same. But here's the kicker: sometimes the "plug" isn't an ad at all. In rare, more devious puzzles, it refers to a literal plug—like a fire hydrant or a spark plug. But 90% of the time? It’s business. It’s marketing.
Why Do We Keep Seeing This Clue?
You might wonder why we’re still using terminology from the era of black-and-white TV. The answer is "Crosswordese." This is the specific vocabulary that exists primarily within the confines of a 15x15 grid. Words like ERIE, ALEE, and ETUI show up because they are vowel-heavy and help connect difficult sections.
ADRATE is a constructor’s dream. It’s six letters long, alternates between vowels and consonants fairly well, and uses common letters.
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The "cost of a plug" phrasing is a way to make a very boring word (ADRATE) feel like a challenge. If the clue just said "Price for a commercial," you’d get it in two seconds. By using "plug," the constructor forces your brain to toggle between electrical, mechanical, and promotional definitions. It’s a literal speed bump for your Friday or Saturday puzzle.
A Quick Look at Recent Variations
Don't get complacent. The "cost of a plug" isn't always a single word. Here is how it has appeared in major publications over the last few years:
- NYT (New York Times): They tend to use "Plug price" or "Plug's cost." The answer is usually ADRATE.
- LA Times: Often leans more towards the literal. You might see "Spark plug cost?" which could lead to something entirely different, though "ADRATE" still reigns supreme.
- The New Yorker: These puzzles are "themeless" and harder. They might clue it as "Revenue source for a podcaster," hinting at the same concept without using the word plug.
Solving the "Plug" Problem: A Mental Framework
When you hit this clue, don't just type in letters. Look at the surrounding entries. Crosswords are a game of intersections. If you have the "A" and the "R," you’re golden.
But what if it isn't ADRATE?
Honestly, sometimes the "plug" refers to a WAD. Think about it. A "plug" of tobacco. The "cost" isn't a price, but the physical substance. This is why crosswords are infuriating. You have to be a bit of a linguist and a bit of a literalist at the exact same time. It's a weird mental gymnastics routine.
Another possibility? The "plug" is a tired horse. An old "plug." In that case, the "cost" might be something related to maintenance or feed. However, if you are playing a standard daily puzzle, bet on the advertising angle. It’s the safest play.
The Business of the Plug (Real World Context)
Let’s step out of the grid for a second. If you were actually buying a "plug" today—say, an influencer mentions your product on TikTok—what is the actual cost?
In the real world, the "AD RATE" for a plug varies wildly. A mention on a top-tier podcast like The Daily or Joe Rogan can cost tens of thousands of dollars. On the other hand, a "plug" on a small niche blog might just cost you a free sample of your product.
Crossword constructors aren't thinking about the 2026 influencer market, though. They are thinking about the structure of the word. They want those "D"s and "R"s.
Beyond the Ad: Other "Plug" Meanings to Watch For
If you’ve tried ADRATE and it simply isn't working—maybe the second letter is a "P"—you're in trouble. You might be looking at a literal electrical plug.
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What is the cost of a plug? Maybe it’s AMPS? No, that’s a measure of current. Maybe it’s WATT?
Wait.
Think about "plug" as a verb. To plug something is to fill a hole. The "cost" of plugging a hole might be TIME or EFFORT. See how quickly this gets messy? This is why you should always start with the most common "Crosswordese" interpretation first.
- Rule 1: Assume it’s about advertising.
- Rule 2: Check for the letter "D."
- Rule 3: If it’s four letters, try AD FEE.
- Rule 4: If it’s five letters, try RATES.
The Evolution of Crossword Clues
Crosswords are changing. The people making them are getting younger. We’re seeing more clues about Taylor Swift and fewer clues about 1940s opera singers.
However, "cost of a plug" is a survivor. It bridges the gap between old-school slang and modern business. Even in 2026, we still talk about "plugging" a book or a movie. It’s a durable piece of language.
But here’s a tip for the future: look out for "re-cluing." As we move further into a digital-first world, you might see "Cost of a plug" lead to INAPP (as in in-app purchases) or SUB (subscription). We haven't seen it much yet, but constructors are always looking for ways to refresh old clues.
How to Get Better at These Sneaky Clues
You can't just memorize every word. That’s impossible. You’ll go crazy. Instead, you need to learn the vibe of the day of the week.
Monday puzzles are straightforward. "Cost of a plug" on a Monday? It’s AD RATE. Simple.
Saturday puzzles are mean. "Cost of a plug" on a Saturday? It might be ONE CENT (as in a "plug nickel").
It’s about the context of the difficulty level.
If you're stuck, look at the "downs." If you can get the first letter of the across clue, you're usually 50% of the way there. If that first letter is an "A," you can almost guarantee you're dealing with an advertisement-related answer.
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Common Related Clues to Keep in Your Back Pocket
Usually, if a puzzle has one "Crosswordese" term, it has three. If you see "cost of a plug," keep an eye out for these other common marketing-adjacent clues:
- "Pitcher's pride?" — Often AD (as in an ad pitch).
- "Spot in a program" — AD.
- "Super Bowl staple" — AD.
- "Promotional blurb" — BLURB or AD.
These words all hang out in the same neighborhood. If you find one, you're likely to find the others. Constructors often build "mini-themes" or clusters of similar letters in one corner of the grid.
The Takeaway for the Frustrated Solver
Basically, the cost of a plug crossword clue is a test of your ability to ignore the most obvious modern meaning of a word in favor of a slightly dated, more "punny" version.
Don't let it ruin your morning.
The most common answer is ADRATE. If that doesn't fit, look for AD or RATE as standalone answers in smaller grids. If you're dealing with a massive Sunday puzzle, it could even be ADVERTISINGFEE, though that's rare.
Crosswords are supposed to be fun, even when they’re annoying. The satisfaction of finally filling in that "D" and realizing the "plug" was a commercial all along? That’s why we do this.
Actionable Tips for Your Next Puzzle
- Check the letter count immediately. ADRATE (6), ADFEE (5), or AD (2).
- Look for "A" or "D" in the intersecting words. These are the anchors for the advertising definition.
- Think "Marketing" before "Electricity." In the world of crosswords, commerce usually beats science.
- Consider the day of the week. The more "clever" the answer, the later in the week you probably are.
- Use a pencil. Or, if you’re on an app, don’t be afraid to delete and start over.
The next time you see "plug," you're ready. You know it’s not about your toaster. It’s about the hustle. It’s about the pitch. It’s about the ADRATE.
Keep this in mind: constructors are your friends, but they are friends who like to play pranks. They want you to finish, but they want you to sweat a little bit first. When you see a clue that seems to make no sense, it's usually because you're using the 2026 definition of a word, while the grid is living in 1975. Shrink your perspective, think about old TV lingo, and the grid will open right up for you.
To master these types of clues, start keeping a small "cheat sheet" of common Crosswordese. Over time, your brain will automatically translate "plug" to "ad" without you even having to think about it. That's when you know you've moved from a casual solver to a pro.
The grid is waiting. Go finish it.