TV CPM: $25. Online Video CPM: $70.
June 28, 2008 by Mike Abundo
Filed under Computers, Television
Now that TV shows have sold most of their ad inventory for next season, how do their on-air ad rates compare to their online ad rates? Daisy Whitney reveals that, according to Forrester, online video viewers are far more valuable than TV viewers by virtue of sheer engagement. On-air CPM for primetime TV shows comes out to $25, but online video CPM for hit shows goes as high as $70.
Thanks for this report Daisy, I loved it. I can’t believe that some TV advertisers still pay $25 CPM.
Web video being a great engagement medium will continue to show very strong growth, and provide more measureable ROI for advertisers going forward.
I also agree that Visible Measures is a company to watch, as analytics for web video becomes more important to the overall ad industry.
Look forward to seeing big time TV dollars shift to web video, and the new creatives produced to encourage brand interactiveness.