Gauging the ‘going rates’ for advertising on a television channel or predicting next month’s rates is not an easy task because market rates change practically each month, based on a number of factors. Market rates are different for weekdays and weekends/ public holidays.
Market rates have some elasticity, which is used by large, savvy clients to advantage – which is reflected as the minimum rate.
And apart from to periodic rate revisions, market rates are affected by major events such as Cricket World Cup, General Elections, Assembly Elections, FIFA World Cup, etc.
Finally, market rates depend on who is the client and agency. Nonetheless, market rates are a necessity for building plans. And used for benchmarking TV buys.
“To address these industry needs, Mediaware has launched its service for 100+ TV channels as part of its Brandintell Services. Market rates are gathered by a team of independent professionals residing in different cities – who are not linked to any client, agency or channel,” said K Raghavendra, Director, Mediaware.
Biswajit Das, Managing Director, Mediaware added here, “Rates are published on a monthly basis and we have made them available to all media professionals for reference free of cost.”
Brandintell also offers a paid service, which gives value added services.