How Much Is It Worth?

howmuch_220x150Ever 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 

tapit-telstra-nfc-phone-booth-adThe 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 Screen Shot 2015-04-16 at 5.17.44 pm

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.

NinemsnFor 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.

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.

Parramatta road

Parramatta Road

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 

TwitterWhat 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.

How Much Is It Worth?

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. 


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