Advertising/PR - Current value per impression on TV, Radio and Inte from markandrew: MarketingProfs Question 43285

Topic: Advertising/PR

Current Value Per Impression On Tv, Radio And Inte

Posted by markandrew on 8/4/2014 at 4:34 PM ET 25 Points

What is the value per impression on TV and Internet as well as a listen on radio - Including subscription services.

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Posted by Gary Bloomer on 8/4/2014 at 6:41 PM Accepted

The value to whom? The value based on what investment? The value based on what expected return?

What is the ad spend per medium, per channel, per recipient? What is the purpose of the ads? Who is the ideal target of the spots? How many times will those spots need to run or air? What will you ask people to do as a result of seeing or hearing your spots?
Posted by mgoodman on 8/4/2014 at 8:27 PM Accepted

It can vary significantly based on a number of factors. Usually the most important factor is the creative message and offer/benefit expressed in the ad. It also depends on the nature of the product or service being advertised. A product that benefits significantly from seeing it in action may find visual media more effective, while products that are hidden from view when used (like motor oil, for example) may not have the same value for visual media. Etc.

Impressions do not have intrinsic value that can be measured and compared. They are each worth what an advertiser is willing to pay -- no more and no less.