The document summarizes the results of an annual survey of 670 local media executives on banner advertising CPM rates. It finds that while CPM is commonly used to price traditional media ads, it applies less to niche Internet ads, which are often priced on flat rates or response. Many survey participants said their banner ads sold at CPMs are their lowest-end product. The document also presents trends in CPM rates for local, national, and remnant banners as well as adherence to rate cards and sell-out rates.

1. Local and National
Banner Advertising CPMs
February 2012 Preliminary Results from Annual Revenue Survey

2. About this presentation
The following results were compiled in February
2012 via online survey of media executives who
manage 670 local websites. These executives work
for pureplay online companies (11% of
respondents), newspaper websites (40%), TV
websites (34%) and radio websites (15%).
© 2012 Borrell Associates Inc.

3. An observation . . .
While this research offers guidance on banner advertising
CPMs, that the “cost per thousand” method of
determining rates applies more to traditional lean-back
media (TV, radio, newspapers) and not so much to niche
media like the Internet, typically sold on flat rate or
response. Many participants told us their banner ads sold
on CPMs are their lowest-end product.
© 2012 Borrell Associates Inc.

4. Speakers from:
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CBS Local
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AT&T Interactive
Deseret Media
Yahoo
Yodle
Centro
Morris Comm.
Mobile Mktg. Assoc.
And 40+ more speakers!

5. CPMs for local banners
Big-Picture Trends
www.borrellassociates.com
© Borrell Associates Inc. TO BE USED ONLY WITH PERMISSION

6. CPMs for national banners
Big-Picture Trends
www.borrellassociates.com
© Borrell Associates Inc. TO BE USED ONLY WITH PERMISSION

7. CPM for remnant banners
Big-Picture Trends
www.borrellassociates.com
© Borrell Associates Inc. TO BE USED ONLY WITH PERMISSION

8. Local Banners: Flat Rates & Rate Cards
Big-Picture Trends
www.borrellassociates.com
© Borrell Associates Inc. TO BE USED ONLY WITH PERMISSION

9. Adherence to Rate Card/Sell-Out Rates
Big-Picture Trends
www.borrellassociates.com
© Borrell Associates Inc. TO BE USED ONLY WITH PERMISSION

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