Television Ad Revenue for Small Networks

Television Ad Revenue for Small Networks

Date: 4 Aug 2012 | posted in: MuniNetworks | 0 Facebooktwitterredditmail

When communities are trying to figure out how to pay for networks, they sometimes fail to explore some logical places. A recent article on Telecompetitor gives us an estimate for revenues from inserting ads in cable television programming.

Before the economic downturn, a typical small video service provider could expect between $1.25 and $2.00 a month per subscriber in ad revenues, noted Walter P. Staniszewski, president of Prime Media Productions – a company that sells advertising for small video service provider clients. Since the downturn, the numbers are more like $1.00 to $1.50.

The article focuses on the windfall cable operators are seeing due to all the money being spent by big-money interests in anticipation of the election in November.

However, the smallest networks may not want to commit to ad-insertion until they are reaching thousands of homes, according to the Telecompetitor source:

“If you study the cable industry, even the big guys didn’t have their own sales force until they developed some real scale,” said Staniszewski. He cautioned operators with systems with fewer than 5,000 or 6,000 subscribers against hiring their own sales force.

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Christopher Mitchell

Christopher Mitchell is the Director of the Community Broadband Netwroks Initiative with the Institute for Local Self-Reliance. He runs MuniNetworks.org as part of ILSR's effort to ensure broadband networks are directly accountable to the communities that depend upon them.