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That may be the common-sense but from my experience in the advertising world it is not the case. Costs are always paid in CPM. The Superbowl drives a huge pre
by mrtron 18y ago
That may be the common-sense but from my experience in the advertising world it is not the case. Costs are always paid in CPM.
The Superbowl drives a huge premium because you can get such breadth and volume. Niches on TV tend to be cheaper (by CPM).
- mattmaroon 18y agoIsn't breadth and volume bad for CPM? With the Super Bowl, you're effectively advertising to everyone in America, so your demographics are almost exactly average, whereas with The Daily Show it's largely college educated 18-35 year olds, the most coveted demo. I'd imagine the Super Bowl has to have way lower eCPM.
- mrtron 18y agoNot for branding - which all Super Bowl ads are. You want to get as many unique viewers as possible, demos aren't overly important. Branding by buying up a whole bunch of separate channels and time slots is very difficult to get that kind of unique impressions. The Daily Show's demo is very coveted so they would get a much better rate than a Simpsons rerun earlier in the day. I will look for the TV study, I am going from a foggy memory. However, even online breadth and volume is very key for branding campaigns. That is how ads.com really took off - being a single point of purchase for a massive number of uniques sold well with the traditional ad agencies (because they are lazy/uninformed when it comes to the web).