Originally Posted by PepsiFree
It’s not meant to be a shot or anything so I’m not sure why you think it’s uncalled for, it’s just facts based on how you talk about everything from the links to their sponsors to the comparison between that, YouTube ads, and radio ads in another market. It’s not some fault not to know a lot about digital and traditional ad buying, it’s extremely boring and not fun which is why people get paid to do it. It’s not even that it’s too complex to understand, there are just a lot of variables that make a significant enough difference that it’s pointless guessing.
It’s not an argument either, you asked a question, I let you know what you would actually need to know to get an educated answer, and you said “well, no I don’t” so… cool?
Nation Network doesn’t set “the market,” sure… what market are you referring to? The podcast/livestream market? The digital advertising market? The Calgary digital advertising market? The Calgary podcast/livestream digital advertising market? Where does their pricing power come from, where is it lacking? Who does have pricing power in the market you’re referring to and why? What are the countless other options, what makes them viable options, and what are you measuring that on?
How much for a YouTube banner ad that reaches 5,000 people? Zero, because YouTube stopped doing banner ads last year. How much for the banner that Flames Nation puts in the video background? However much they charge and you would have to ask them to find out.
If you want, we could literally just make up numbers. Let’s say it IS $100 for 30 seconds of time in Toronto. Let’s say it’s on the biggest radio station (CBC Radio One) on their biggest program (they claim .5M per week so about 70,000 daily listeners). To come up with BB’s number, we’ll keep it simple and say 5,000 goes into 70,000 about 14 times so $100 divided by 14 is around $7. So, $7 for 30 seconds of time. Not including any shout outs to sponsors (this would seem like the most direct comparison, but radio and video are different), there are several unique pre-show sponsor logos and unique always-on top banners that show over the course of the episode. In 1 hour, there are 120 30 second segments, so x $7, that’s around $800 per hour if they charge $7 per 30 seconds of visibility (I’m positive it’s less, but we’re also not including any shout outs or anything else here). Since January 1st they’ve released about 12 hours of content, which would mean a daily average of around $1200 and if we multiply that by 30 we get $36,000 per month.
Is that close to accurate? Who knows. There are platforms like Twitch that can cost you $2 per impression for a display ad, multiplied by the number of impressions and the number of different sponsors (I counted 12 unique banners in one of the most recent videos with around 3.5K views) and that would be over $80,000 for the one episode (with just over $40K going to the creator). Is that a better comparable than a radio ad in Toronto? Probably, but it’s still a terrible comparable.
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