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Outside media %'s and rate cards v actual rates

  • 08-03-2007 7:02pm
    #1
    frobisher
    Registered Users, Registered Users 2 Posts: 2,413 ✭✭✭


    Is it true that a rate card for outside media is only a rough guide and that it's often up to half what the rate card shows?

    Can anyone explain how the %'s each agency gets in the chain works when a campaign books outside media space?

    Is there a formula for working out the value of how many people see advertising space? ie How much is every 1000 set of eye balls worth!!?


Comments

  • #2
    extopia
    Closed Accounts Posts: 277 ✭✭extopia


    This site may be of interest.


  • #3
    WATPOAE
    Registered Users, Registered Users 2 Posts: 95 ✭✭WATPOAE


    frobisher wrote:
    Is it true that a rate card for outside media is only a rough guide and that it's often up to half what the rate card shows?

    Can anyone explain how the %'s each agency gets in the chain works when a campaign books outside media space?

    Is there a formula for working out the value of how many people see advertising space? ie How much is every 1000 set of eye balls worth!!?

    Outdoor is usually costed according to the size of the format and crucially, what time of year you decide to advertise and whether you are advertising in urban areas or rural areas (Dublin tends to be the most expensive as it has the highest concentration of population). The year is broken up into 26 two-week posting cycles. Different cycles demand different prices which is governed by demand. Generally cycles leading up to Xmas are the most expensive across the whole year.

    48 Sheet (very large posters you see in town or on side of the road) are generally the most expensive to buy as they obviously give you the maximum amount of visibility for your campaign.


    Regarding calculating how many people view your outdoor, for a long time there has been no really concrete research to support this. However, recently, a new piece of research called JNOR (Joint National Outdoor Research) has come onto the market which can be used to calculate the approximate number of people who view your campaign.

    Go to www.pml.ie which is the site of one of the best outdoor specialists, Poster Management Limited. They act as a one stop shop for booking outdoor and the site will give you guides on cost, etc.

    Hope this helps.


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