Spending Per Person/Hour: Advertising, Ad-Supported Media
- by Joe Mandese @mp_joemandese, April 2, 2018
On Friday, Research Intelligencerpublished a back-of-the-envelope analysis calculating the “hourly rate” Madison Avenue pays American consumers by underwriting the cost of the ad-supported media they access and consume. It turns out to be a nice round number: $1 per hour.
Today we’re following up with a more granular analysis ...
3 comments about "Spending Per Person/Hour: Advertising, Ad-Supported Media".
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Joe, being "exposed" to media content occupied by advertising may account for 1.59 hours per day for an average American according to PQ Media, but that does not mean that the ads were given any attention nor, in the case of TV, does it mean that the "viewer" was even present when the commercial was on the screen. We simply do not have any measurement of ad attentiveness across all media. But if we did, rest assured that the figure would be very much lower than 1.59 hours a day per persen.
@Ed Papazian: Don't disagree with you. The article doesn't equate that time with "attention," just the amount of time the "average American is exposed to" advertising daily, according to PQ Media.
Joe, I have reasons for supporting a hourly rate based system for another reason. I want to directly work through a honest broker of the ad agencies and advertisers instead of Google and the RTB's. I want to go back to a more free market way of doing business where I can make money again. What this means is in 2011 my company was getting paid by Google on a daily average of about $350 to $425 a day. For 2018, we are averaging less than $60.00 per day.
In short, there are hundreds of publishers in the same boat as I. The publishers need something better than what we have now.