You can use SRDS or Standard Rate & Data Service to identify who the local TV or radio stations are, but because there are too many variables, broadcast ad rates are always negotiated. Here are some of the variables:
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To get an idea of the likely range for broadcast media ad rates, a rough calculation you can use is this:
Estimated ad rate = cost-per-rating-point X audience measurement rating |
For TV, the audience measurement rating is the Nielsen rating; for radio, it's the Arbitron or Nielsen rating. That presents you with two new quests, finding the CPP (cost-per-rating-point), and finding the audience measurement rating. See below for more information about these tasks.
Calculate the CPP CPP is an advertising cost calculated by dividing the cost of one or a series of commercial by the size of the audience, expressed in rating points. For example, if the cost of a commercial is $50,000 and the rating for a program is 12, then the cost per point is $4,166.67 ($50,000 divided by 12).
Find TV ratings for top 10 broadcast, cable and syndicated shows http://www.nielsen.com/top-ten/#tv
Find radio ratings Nielsen ratings for radio stations in Metropolitan Statistical Areas (MSA) http://ratings.radio-online.com/content/arb135
Additional Information:
The Complete Broadcasting Industry Guide is the source for station data and industry contacts in the U.S. and Canadian television, radio and cable marketplace. PCL Stacks HF 6146 R3 B732 (2023)
Nielsen report says radio has the greatest "Share of Ear" of the audio universe. Also, a 9 minute video summary.
Information on radio market populations.
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