Taking the example of CBS, the 10th biggest site with 100m streams a month, Emarketer's David Hallerman says a $20 cpm would translate into $2m a month. Not bad, but if monetize only a quarter that's
$500k, or $6m a year. The problem is figuring in infrastrucure costs and paying partners for rights, leaves little left over. "Now the funnel starts to narrow of how much might be there," he said.
ESPN's Burgin said short form adverising works well for highlights on ESPN.
