Untargeted Online Tonnage Buys Comparable to Selected TV CPM Norm

According to Media Dynamics’ recently released The Media Book, a typical 30-second commercial captures viewers for CPMs as low as $3.30 on cable's daytime program fare, to as high as $19.00 for primetime broadcast buys.

Media Dynamics, Inc. president Ed Papazian says, “… if you aggregate… national TV expenditures… weighted by audience size and the degree of commercialization… average CPM for 30-second units across all TV dayparts and platforms is roughly $9-10… should give advertisers food for thought… “

In contrast, an online video ad, which can be of varying lengths, but averages close to 15 seconds, comes in at about a $20-23 CPM, says the study. Untargeted online tonnage buys generate much lower CPMs of about $9, which makes them roughly comparable to TV's all-daypart/all-platform norm.

Finally, targeted video ads are much pricier, averaging CPMs of $32-33, says the report. In both cases, however, the analysis is comparing 30-second TV CPMs to online video ads, which tend to be of shorter length, says the report.

Papazian concludes by noting that “… evidence so far indicates… targeted online video ads… outperform… non-targeted TV counterparts in ad recall and impact metrics… “

Typical CPMs For Video Commercials

Ad Position

$CPM

Broadcast TV Nets (30 second units)

   Daytime

$6.50

   Early News

9.00

   Primetime

19.00

   Late Evening

17.50

TV Syndication (30 second units)

   Daytime

5.50

   Early Fringe

9.25

   Prime Access

17.00

   Late Fringe

11.60

Cable (30 second units)

   Daytime

3.30

   Fringe

7.55

   Primetime

9.85

Internet (All unit lengths average)

   Untargeted Video

9.25

   Targeted Video

32.75

Source: Media Dynamics, Inc., The Media Book 2014, April 2014 

The Media Book provides quantitative and qualitative aspects of performance for all six major media. All aspects of media performance including historical overview, audience reach, demographic appeals and CPMs fpr each medium. Proprietary estimates on ad exposure factors, ad awareness levels by GRP levels, and ad wearout included.

 For more information from Media Dynamics and access to The Media Book, please visit here.

 

Tags: cpm, research, tv
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1 comment about "Untargeted Online Tonnage Buys Comparable to Selected TV CPM Norm ".
  1. Donna Lukenbill from Your Media Resource , April 28, 2014 at 8:04 a.m.
    I don't think it's news that untargeted buys are less effective than targeted buys...for any medium. It's just a waste of client's money.