For 2013, the
average online video ad was about double the price of a national TV commercial -- and in some cases even more than that for targeted online video.
Ed Papazian, president of Media
Dynamics, a consulting/publishing company, estimates that in 2013 an average online video ad -- for all lengths of ads -- was priced at around $20 to $23 for the cost per thousand viewers (CPM).
By way of comparison for all national TV dayparts, for a 30-second commercial, the price is about $9 to $10. But Papazian says the top price for any video advertising comes with
“targeted video” on the Internet -- at an average CPM of $32.75 -- adding that “untargeted online tonnage buys generate much lower CPMs of about $9, which makes them roughly
comparable to TV's all-daypart/all-platform norm.”
He notes: “While the evidence so far indicates that targeted online video ads outperform their non-targeted TV counterparts in
ad recall and impact metrics, it remains to be seen whether the current CPM disparities will remain in force.”
In looking at traditional TV video CPMs, Media Dynamics says broadcast
network prime time is the highest -- at $19.00. Late-night broadcast programming is at $17.50; syndicated prime-access programming is at $17.00; and cable prime-time programming at $9.85.
Early-fringe syndicated programming averages $9.25; broadcast early evening news is at $9.00; and cable programming early fringe comes in at $7.55. Network daytime is at $6.50; with syndicated
daytime programming at $5.50; and cable daytime programming at $3.30.