How Much Is It Worth?

howmuch_220x150-234x160Ever wondered what the real price of media is? Our regular 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 would it cost to buy: a 30 second TV spot during Reno Rumble; 1,000 pre-roll ads on a News Corp tabloid website; a 30 second ad on Fox FM and a full page colour ad in Zoo Magazine.

$60 – 1,000 pre-roll video impressions on a News Corp tabloid site 

News.com.au commands the highest pre-roll rates among News Corp  tabloid websites

News.com.au commands the highest pre-roll rates among News Corp tabloid websites

Premium online video is hot property for publishers looking to monetise the tricky world of online news and advertisers hoping to hit more eyeballs.

But just how much do agencies pay for 1,000 impressions (CPM) on News Corp’s top performing tabloid sites?

Well as Australia’s biggest news site News.com.au unsurprisingly commands the highest ratecard CPM – at $90. Similarly to target a specific category has a $90 ratecard, whilst the highest value categories are business, money, travel and food which command a staggering $110 CPM at ratecard value, according to our sources.

However, other tabloid sites, which have paywalls on them, have a lower ratecard of around $60.

While those are the prices News would like to fetch for those ads, agencies Mumbrella spoke to said they could reasonably expect discounts of around 30 per cent. However, premium video is hot, with campaigns having to be booked between four and eight weeks in advance to secure their spots.

$55,000 – a 30-second ad during Reno Rumble


It’s been a slightly muted start for Nine’s six-week reality series Reno Rumble, and possibly something of a disappointment for them coming off the back of The Block. But for some brands it provides prime real-estate to hit their target demos.

So – how much for a 30 second TVC during the show?

Well, for all capital cities it has a ratecard of $80,000. But as ever agencies can expect to only pay a fraction of that, at around $55,000.

If you just want to hit the Sydney market Nine will be looking for you to cough up $27,000. However, agencies say they expect to only pay around $15,000 for those spots.

$500 – a 30-second spot on Fox FM Breakfast

fifi and dave fox fmSouthern Cross Austereo’s Fox FM (recently rebranded to the catchy Hit101.9 Fox FM) might have lost its spot at the top of the FM rankings in Melbourne in the last survey to sister station TripleM, but it still draws in the valuable younger audience.

But how much would you pay for a 30-second spot on its Breakfast show with Fifi Box and Dave Thornton?

The ratecard price is kept “high so they can offer bigger discounts” according to sources, with $1,000 the going rate.

However, agencies can expect to secure some pretty hefty discounts on those rates, between $400-$600 for a spot depending on frequency.


Zoo Weekly ran into trouble recently over its Anzac Day edition

Zoo Weekly ran into trouble recently over its Anzac Day edition

$5,000 – a full page ad in Zoo Weekly

Bauer Media’s Zoo Weekly has been in the news a fair bit over the last couple of weeks. First it was the centre of a public outcry over its Anzac Day edition, then it was subject to a petition to have it pulled from the shelves in supermarkets. And just today it was revealed it has been pulled out of the circulation audit – ostensibly because there were no other lad’s mags to compare it to there.

But while we’ll never know if the consistent 30 per cent year on year declines carried on into the first quarter of this year, the Enhanced Media Metrics Australia (emma) numbers suggest it has in the region of  392,000 readers in March, a whopping 16 readers per copy on its last circulation figures of 24,122 for the December quarter.

Rate card for a full page ad in the magazine is $10,583.

But in a distressed ad market for magazines our sources reckon you’d realistically expect to pay about $5,000, with one suggesting ads could be landed for as little as $3,500.

Note: The figures in How Much Is It Worth come from taking the median and or/average prices provided to Mumbrella from agency sources.


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