Re: World Wide Web ad revenues

S. Alles (allmedia_at_cris.com)
Thu, 5 Sep 1996 05:14:51 -0400 (EDT)

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Hi Everyone,

Regarding your message Cliff:

>I'm curious what this list thinks of some of these numbers.
>
So is guesstimating
>based on site inspections and published rates the best that can be done?
>Is this the same thing done for estimating ad spending in print and
>television?

the measures for other media are quite limited too. For example, while all
advertisers may be measured in a given magazine, not all magazines are
measured. And not all tv markets are measured.

Since each medium is tracked differently, the best way to get a handle on
the prevailing limitations (too much detail to discuss here) is to contact
the primary services. These are Competitive Media Reporting and Nielsen's
Monitor Plus.

By the way, CMR's longstanding BAR name (used for tv and network radio
tracking) was changed to MediaWatch. Other media have different service
names. For example PIB for consumer magazines, or LNA for multi-media reporting.

Anyway...then for the media tracked, the expenditures are definitely
estimates since actual negotiated prices are not readily available.
Nonetheless, advertisers and their media planners/buyers (my perspective)
find the information valuable. Competitive advertising in an essential bit
of media planning/buying intelligence and this limited data is often the
best we can reasonably get. The trick is making the appropriate adjustments
to accomodate for the reporting "errors" and remembering not to view the
data as precise science.

Sylvia Alles
allmedia_at_cris.com / http://www.cris.com/~Allmedia

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