For television ad rates, take the SQAD cost-per-point (in US dollars) for the market and multiply it by the Nielsen rating for the program that airs at the same time. That will equal the cost of the ad. You'll need to use MediaWeek to get the SQAD cost-per-point (see note below); ratings come from two sources depending on the type of show you're interested in. For example, you might do this to determine the cost of an ad run during a local news program or for an ad that runs in that particular market during a prime-time TV show.
MediaWeek used to profile a major market each week. The Market Profile gave total ad spending by media, basic demographics, Arbitron radio "ownership" (average quarter hour shares, revenue and percent of total market), SQAD cost-per-point, and other information. It also had Nielsen Ratings for the networks (not cable) for evening and late news. It omitted prime-time ratings. The profiles may sometimes be old -- for example, Baltimore was last profiled in 2008.
MediaWeek is available online (1991-present). After clicking through, select Academic OneFile and then use the "search within this publication" option to search for your market (try a search like "baltimore market profile" to help focus the results on market profiles).
You may need to look through several different articles to find the SQAD cost-per-point (make sure you use the SQAD cost-per-point from the TV Monitor section and not the Radio Monitor section) and the Neilsen ratings for local news programs.
If you are interested in the cost for an ad running during another type of show, first get the SQAD cost-per-point from MediaWeek, then look up the Neilsen rating for the show you're interested in. You can get the ratings for the top ten weekly shows directly from Nielsen.
For other shows, you can try searching for press releases on network websites, or searching for articles on your show in library databases. You can also check Broadcasting and Cable (under News pick TV Ratings) but as of 4/4/11, the most recent data posted was for 2010.
Finally you can access Ad Age DATABASE for company profiles, rankings, and financials for world's 50 largest advertising companies and top 100 U.S. media companies Ad spending, brand, agency, and executive profiles for 100 leading U.S. advertisers. Digital marketing data and global media spending by country is also available for more than 98 markets.
Note: The dayparts are defined as: Prime Access (6 - 7 PM), Prime (7 - 10 PM), Late News (10 - 10:30 PM) and Late Fringe (10:30 PM - 12 AM)
For radio ad rates, take the SQAD cost-per-point (in US dollars) for market and multiply it by the Arbitron rating for the station. That will equal the cost of the ad. You'll need to use Media Week to get the SQAD cost-per-point; ratings come direct from Arbitron.
MediaWeek used to profile a major market each week. The Market Profile gave total ad spending by media, basic demographics, Arbitron radio "ownership" (average quarter hour shares, revenue and percent of total market), SQAD cost-per-point, and other information. It also had Nielsen Ratings for the networks (not cable) for evening and late news. It omitted prime-time ratings. The profiles may sometimes be old -- for example, Baltimore was last profiled in 2008.
MediaWeek is available online (1991-present). Once you click through, select Academic OneFile and then use the "search within this publication" option to search for your market (try a search like "baltimore market profile" to help focus the results on market profiles).
You may need to look through several different articles to find the SQAD cost-per-point (make sure you use the SQAD cost-per-point from the Radio Monitor section and not the TV Monitor section).
To find the Arbitron rating for the radio station, check out Arbitron.com and click on Radio Ratings in the right navigational bar. You will be asked to fill out a form to access the data. This does not sign you up for an account, and you won't get any emails from them if you click "No, Thanks."
NOTE: The dayparts are defined as: AM (6 - 10 AM), Day (10 - 3 PM), PM (3 - 7 PM) and Evening (7 PM - 12 AM)