How Much Is It Worth?

howmuch_220x150-234x160Ever wondered what the real price of media is? Our weekly spot How Much Is It Worth reveals both the ratecard price and what agencies really pay for it. 

This week’s How Much Is It Worth asks how much did it cost to buy: a 30-second spot in Sunday Night; a page in a royal baby special edition; a pre-roll ad in Ten’s Shark Tank; an ad before the new Mad Max film; securing Iggy Azalea as a brand ambassador.

$38,000 – A 30-second TV spot during Seven’s Sunday Night

Sunday Night garnered some extra news coverage this week with reports of the current affairs program travelling with actor Hugh Sheridan to help him track down his brother missing after the tragic Nepal earthquake.

Brands wanting to get a piece of what Channel Seven hopes will be an inflated audience would be paying $51,000 for a 30-second ad during the program.

But those Mumbrella spoke to said agencies can bargain that down to around $38,000.

$30,000 – A full page ad in a special royal baby edition of a glossy mag

woman's dayIt seems the eyes of the world are on a west London hospital awaiting the birth of William and Kate’s second child. Unsurprisingly it’s also a bumper time for the magazine industry, with a sales boost a certainty and some planning special royal baby themed editions.

The going market rate for a special edition of a glossy mag , the likes of a Woman’s Day or a New Idea, is at around the $30,000 mark.

Those Mumbrella spoke to said the mags would probably not give much of a discount for a special edition, with the agency rate sitting at around $27,000.

Screen Shot 2015-04-30 at 10.29.10 pm$25 – A preroll ad on Ten’s catch up service TenPlay 

Ten’s Shark Tank is all about getting a deal. But what does it cost to get a preroll on the catch up TV service?

Those Mumbrella spoke to put the price of the ratecard at anywhere from a $52 CPM (cost per thousand impressions) to $40.

At a time when online video inventory is still in short supply agencies still appear to be able to drive a bargain with the real market value thought to be closer to $20-$25.

[A spokesman for Ten said the network had “never sold a pre-roll for as little as $25”, but said he could not reveal the price range because “that information is commercially sensitive”]

$125,000 – 60-second Cinema ad before Mad Max: Fury Road

The eagerly anticipated reboot of the Australian classic film Mad Max, set to premiere the middle of this month, looks like it will be a box office hit, especially given its Australian connections.

To get a 60-second ad airing before it at the movies boasts a rate card of around $350k for one week nationally, but those Mumbrella spoke to said agencies could get it down to the more reasonable $125k for one week.

A one-off placement (if available) has a rate card of $560, which would be bargained down to $210 according to agency sources.

$500,000 – securing Iggy Azalea as a brand ambassador

Bonds has just revealed hip hop star Iggy Azalea as the face of the brand and while there is no rate card for securing this type of star, those Mumbrella spoke to put securing someone of Azelea’s profile at around $500k, with a little left over for accidentals that tend to pop up when working with celebrities.

Of course a lot depends on what you are asking the celebrity to do.

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? You can 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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