Preliminary Results from Annual Revenue SurveyFebruary 2012

Local and NationalBanner Advertising CPMs

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.

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.

Speakers from:

GoogleCBS 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!

You’re Invited!

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CPMs for local banners

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CPMs for national banners

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CPM for remnant banners

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Local Banners: Flat Rates & Rate Cards

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Adherence to Rate Card/Sell-Out Rates

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