For the most part advertising rates for TV, radio and the web are negotiated. However negotiation and budgeting require benchmarks. You can use such data to estimate the cost of buying media time using these guidelines.
TV SQAD cost per point (CPP) * Nielsen Rating=Average cost for 30 second spot
Radio SQAD CPP * Arbitron Rating=Average cost for 60 second target
Get Arbitron radio ratings fromr Stationratings.com or by registering with Arbitron. Get Nielsen ratings from TVbytheNumbers.com or Nielsen (note only clients have full access to their ratings). Average ratings by geographic market are also reported in Table 4 of the Media Market Guide. For cable data and ratings check the Cabletelevision Advertising Bureau. The TVB is the trade association for commercial television and provides tips on media buying.
Online Internet advertising inventory be it display, multimedia or mobile is typically managed through ad exchanges. Consequently the library does not have systematically benchmarked rates. There are several payment models in use including cost per click (CPC), cost per thousand (CPM), cost per acquisition (CPA), cost per lead (CPL), and cost per engagement (CPE). Search these payment models to find estimates based on surveys for advertising costs in trade news via ABI/Inform and more easily in e-Marketer, both linked below. Alternately browse the Advertising & Marketing, Online Advertising Topics in e-Marketer. The Internet Advertising Bureau is a good source for general information and reports on online advertising
Newspapers Rate cards for national and local newspapers are available from SRDS Media Solutions.
Consumer Magazines Advertising rates for consumer magazines can be found in "media kits" via SRDS Media Solutions and MRI + University Internet Reporter.
Out of Home Out of home advertising encompasses billboards, signs on mass transit, malls and the like. SRDS Media Solutions is a directory to firms offering these services. Rates are sometimes quoted.
Direct Marketing The consumer module of SRDS lists firms that sell mail lists and rates are ofter quoted. The DMA Statistical Fact Book provides excellent benchmarks for direct marketing.
Ad$Summary Reports form Kantar media on advertising spending by brand for 11 media.
Media Market Guide Report from SQAD providing CCP (cost per point) and CPM (cost per mille or thousand views) for TV, cable and radio.
Ad*Access Historical digital collection of print advertising in U.S. newspapers and consumer magazines from 1911 to 1955 provided by Duke University Libraries.
AdViews Historical collection of television advertising from 1950-1980 made or collected by DMB&B provided by Duke University Libraries
Ads of the World Website that archives ads from around the globe catagorized by media, geographically and by industry. Full access requires free registration.
AdFlip Archives of print advertisements
Advertlicious Archive of digital advertisements
GlobalAdSource Website that archives ads from around the world in 5 media. Full functionality only available to subscribers (Villanova does not)e-Marketer
Books and articles can provide practical guidance on advertsing, scholarly research on the industry and advertising efficacy and impacts.
Search our Catalog for subjects such as these: advertising, television advertising, internet advertising, digital signage, signs and signboards, advertising outdoor, word of mouth advertising.Business Source Premier (EBSCO)
Media kits are informational packets made available by newspapers, magazines, and sometimes web sites, mobile sites and broadcast media that include information potential advertisers are likely to need to evaluate a property. They typically include the editorial focus and calendar of the media, technical specifications for ads, advertising rates and most importantantly audience information.
SRDS Media solutions provides links to media kits for magazines and newspapers. MRI+ provides media kit links for consumer magazines only. Most medial kits are discoverable by googling the property name and "media kit."