How Much Is It Worth?
Ever wondered what the real price of media is? Our new weekly spot called How Much Is It Worth reveals both the ratecard price and what agencies really pay for it.
Today’s How Much Is It Worth asks how much it is to take out: the top promoted tweet for Game of Thrones; a poster on the back of a phonebox; an ad on the back of a glossy magazine; a news website takeover; and what is the De Rucci guy is paying for all those billboards.
$300 – A phonebox
The cost of the back of a Telstra JC Decaux phonebox in Melbourne for a month.
While most of those we asked gave $350 as the casual rate to own the back of a phonebox most said you get it for around $300.
Some suggested that, depending on if you took out the full 140 Melbourne locations, then this price could come down as low as $280 a month.
$7,500 – The backcover ad of a weekly glossy magazine
The Pacific Magazines’ owned Famous Magazine, which had a circulation of 60,122 last quarter, lists a casual advertising rate for its back cover as $12,600.
The market price however appears to be more in the order of $7,500-$10,000 if the advertiser is willing to commit to regular spots on the backcover throughout the year.
$70,000 – News website takeover
How much does it cost to take over a news website for a day? Well in the case of Ninemsn you could be looking at a ratecard of as much as $140,000.
For that money you would get all three of the Mi9 news sites (which have to be bought as a package) Ninemsn, MSN and the Daily Mail Australia.
The takeover would include anything with a masthead and video wall to get access to their total reach, which according to Nielsen is 11m impressions per day or an audience of approximately 2m unique browsers (read: devices not people) per day.
Those Mumbrella spoke to put the real market rate at anywhere between $55,000-$80,000 but most suggested a pricetag around the $70,000 mark.
$20,000 – Billboard
That’s how much that De Rucci guy is probably paying for his billboards, scattered all around Sydney.
How popular is this guy at the moment!!! Does anyone know why he doesn’t smile in his billboards? #derucci pic.twitter.com/FO88pu3agS
— Grill Team (@GrillTeam) November 30, 2014
The top sites on one of Australia’s busiest roads, Parramatta Road in Sydney, have a rate card of anywhere from $55,000-$75,000 for the best sites.
These prices can then be haggled down to around the $20,000-$30,000 depending on demand. In some months, such as April, demand has been quite high meaning it would be harder to get such a substantial markdown on the ratecard.
$10,000 a day – Twitter
What does it cost to be the top promoted hashtag on Twitter? And how much does Twitter want for key words?
This week saw the likes of Foxtel buying the top promoted spot on the Australia Trends rankings on Twitter, plus the keywords for Game of Thrones.
Other brands have also jumped into the action with Paypal yesterday promoting their association with music festival Splendour in the the Grass through #SplendourPRESALE.
Mumbrella’s sources put Twitter’s price at $10,000 a day but with the requirement that you buy a minimum of a week meaning the real cost is in the order of $70,000.
Note: The figures in How Much Is It Worth come from taking the median and or/average prices provided to Mumbrella from agency sources.
Do you have a piece of advertising you want to know the value of? Please email suggestions for How Much It Is Worth to Mumbrella deputy editor Nic Christensen nic@mumbrella.com.au or put them in the comment thread below.
Trams, buses. inside trains.
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Interesting, thanks
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what a great initiative, thanks Mumbrella
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How much is a blimp like the beautiful dirigible that appliance online have.
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Good article thanks Mumbrella.
How about:
taxis inside and out?
highest rating TV shows nationally ?
highest rated radio shows?
lift screens?
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TV Spot in State of Origin
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But how much do clients pay agencies for this stuff?
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Taking the median price rather than the avg of all the prices would a better reflection of broad market value.
🙂
Shouldn’t this be titled “What does it cost?”.
Would not “worth” be a measurement of the results to the companies that spend this money for the placement?
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I’d like to know how much it costs for 30 minutes of GEM at 3am for those crazy US religious programmes. If it’s reasonable I’ll start my own cult.
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I’ll bet De Ruccii is paying nowhere near $20k for those sites. Presumably he’s a direct client and would have nailed down a good deal on unsold sites via good relationships, that’s what a majority of the industry is built on..
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How about Mumbrella inventory across web and events?
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Some of these are wildly inaccurate,
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NineMSN/MSN homepage is $90K
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Thanks for this.
More please!
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Sources close to Appliances Online have told me that, all told, over $1 million has been spent on the blimp.
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Good initiative, keep it going on an ongoing basis
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This is an excellent initiative and it would be great if you could compare across capital and regional cities. Plus rates for TV across the board – FTA and Pay, morning, noon and night including 3am would be great!
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How much for a Mumbrella EDM, and how does that stack up against Adnews/B&T?
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I’d like to know how much it is to buy that ad space on BOM.gov.au. Very interested to know.
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Excellent series of articles, cannot wait for more.
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What did Lynchy pay to advertise his house for sale on the back page of The Spectator, that’s what I’d like to know? And did Nobby’s copy sell it?
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You refer to how much the De Rucci ‘guy’ is paying for ‘his’ billboards, but the bigger question for me is…does he actually exist? Or did someone in marketing decide to find a stock photograph that looked a bit like a particularly haunting Steve Jobs?
Here’s the ‘Our Story’ section of their website…funny how little Mr De Rucci features in it…anyone else find it odd/phoney/bizarre…?
“We are committed to providing our customers with comfort yet contemporary bedroom furniture of the highest quality. Our team of experts are credited with inventing a healthy sleep system that encourages a better night’s sleep. De Rucci was established in 2004 and now boasts over 2000 showrooms Worldwide. Our first showroom in Australia was launched in 2011 in Alexandria NSW. De Rucci has now grown to seven stores in Sydney and two in Melbourne… with more on the way. With an in-depth understanding of interior design, our team of designers are passionate in combining contemporary European design with human engineering concepts to convert every bed into a master piece. De Rucci – Health Sleeping Systems.”
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Good work Mumbrella, excellent initiative. Keep them coming!
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Its interesting but a meaningless article really. Whilst Mumbrella would like to manage yield for all media nationally, rates across the board are set by supply and demand, nothing else. Also the “value” or “worth” of something is will change and is different for every client. How Much Is This Article Worth? $3.50
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Hi $3.50,
Thanks for the comment. You’re right that rates will be determined by supply and demand – but taking an average across different agencies is a good way to get an idea for what the ‘going’ price is.
And we certainly don’t want to “manage the yield for all media nationally” – interesting to note your IP address seems to come from inside a major media player mentioned in this piece though.
Cheers,
Alex – editor, Mumbrella