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Local Banner CPM Survey from Borrell Associates

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These slides display the results from a survey encompassing 670 local websites run by Internet pureplay companies, newspapers, TV and radio sales managers. The main questions focused on CPMs, but the …

These slides display the results from a survey encompassing 670 local websites run by Internet pureplay companies, newspapers, TV and radio sales managers. The main questions focused on CPMs, but the survey also queried them on sell-out rates and adherence to rate cards.

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  • 1. Local and National Banner Advertising CPMsFebruary 2012 Preliminary Results from Annual Revenue Survey
  • 2. About this presentationThe following results were compiled in February2012 via online survey of media executives whomanage 670 local websites. These executives workfor pureplay online companies (11% ofrespondents), newspaper websites (40%), TVwebsites (34%) and radio websites (15%). © 2012 Borrell Associates Inc.
  • 3. An observation . . .While this research offers guidance on banner advertisingCPMs, that the “cost per thousand” method ofdetermining rates applies more to traditional lean-backmedia (TV, radio, newspapers) and not so much to nichemedia like the Internet, typically sold on flat rate orresponse. Many participants told us their banner ads soldon CPMs are their lowest-end product. © 2012 Borrell Associates Inc.
  • 4. Speakers from:You’re Invited! Google CBS Local WBOC-TV Valpak Gannett Gray TV McClatchy AT&T Interactive Deseret Media Yahoo Yodle Centro Morris Comm. Mobile Mktg. Assoc. And 40+ more speakers!
  • 5. CPMs for local banners Big-Picture Trendswww.borrellassociates.com © Borrell Associates Inc. TO BE USED ONLY WITH PERMISSION
  • 6. CPMs for national banners Big-Picture Trendswww.borrellassociates.com © Borrell Associates Inc. TO BE USED ONLY WITH PERMISSION
  • 7. CPM for remnant banners Big-Picture Trendswww.borrellassociates.com © Borrell Associates Inc. TO BE USED ONLY WITH PERMISSION
  • 8. Local Banners: Flat Rates & Rate Cards Big-Picture Trendswww.borrellassociates.com © Borrell Associates Inc. TO BE USED ONLY WITH PERMISSION
  • 9. Adherence to Rate Card/Sell-Out Rates Big-Picture Trendswww.borrellassociates.com © Borrell Associates Inc. TO BE USED ONLY WITH PERMISSION
  • 10. Want to Follow Local Ad Trends?• Join the LinkedIn Group, Local Advertising & Marketing Trends• Find out what’s spent in YOUR market at www.adspending.com Borrell Associates Inc. Phone: 757-221-6641 Email: info@borrellassociates.com Twitter: @goborrell