Media-Related Questions
This FAQ includes commonly asked questions about media pricing and related out-of-home advertising topics. If you don't
see what you're looking for, let us know.
What is media pricing?
Media pricing is a combination of pricing based on the traffic and awareness
of a venue and the length of an ad.
How is media pricing calculated?
Media pricing is calculated based on average prices across different venues
(e.g. malls, health clubs, grocery stores, transit, etc.), the number of
impressions these venues generate each week, the average CPM, and the typical
cost per week.
What are the top 20 DMAs?
The top 20 designated market areas (DMAs) are: New York, Los Angeles, Chicago,
Philadelphia, San Francisco-Oakland-San Jose, Boston (Manchester), Dallas-Ft.
Worth, Washington, D.C. (Hagerstown, MD), Atlanta, Houston, Detroit, Seattle-Tacoma,
Tampa-St. Petersburg (Sarasota), Minneapolis-St. Paul, Phoenix, Cleveland, Miami-Ft.
Lauderdale, Denver, Sacramento-Stockton-Modesto, and Orlando-Daytona Beach-Melbourne.
What is CPM?
CPM represents the cost per 1000 views of an ad. CPM is calculated by: Total
Cost/Total Impressions/1000 = CPM.
What is an affidavit?
An affidavit is a notarized statement that confirms that a spot ran as stated on the station's invoice.
What types of out-of-home advertising are available, and why?
Out-of-Home Advertising includes digital billboards, out-of-home networks, and place-based media. These are just a few of the options used to attract consumers when they are away from home.
How can I include animated logos with my campaign?
An animated sponsorship agreement that allows you to include a brand or product�s logos can be arranged to meet this objective.
What does the composition of an audience mean?
Audience Composition is comprised of demographic or socioeconomic profiles that include a percentage of the total audience falling in each segment.
What is an avail?
Avails are available air time that is sold to advertisers who wish to place spots in specific programs or dayparts.
How is average frequency applied?
This is the number of times an individual or a household will receive the same media weigh that an advertiser or client has purchased.
How are spots (ads) run?
Spots are usually run in back-to-back sequence during a programming break.
What is banner advertising?
Display ads that appear at the bottom of the screen during a video advertisement, or during programming as a part of a sponsorship.
What is a billboard?
Billboards are sponsorship announcements that air at the beginning and/or the end of a program.
How are bookends used?
Bookends are two 15-second commercials specifically scheduled to run in the first and last position(s) of the same commercial break.
What is a channel?
Channels are official means of communication, such as a particular network of OOH (out-of-home) venues.
What is an impression goal?
An impression goal sets an impression to limit to your campaign. The cost of
the campaign will be a function of the number of impressions and the average
CPM. Impressions are metrics that are used for measuring advertising inventory.
Impression goals work, or are calculated, by the number of instances a given
ad may be displayed, requested, or viewed by its target audience.