If you're venturing into the world of media buying, then you may have heard of the term "card rate" being thrown around. What exactly is card rate? In simple terms, it's the standard advertising price listed on a rate card. But there's a lot more to it than meets the eye. In this article, we'll break down everything you need to know about card rates and their significance in advertising pricing.
A rate card is a document that lists the various advertising options available in a specific medium (TV, radio, print, online). The card rate refers to the cost of each ad unit as mentioned on the rate card.
Card rates are important as they serve as a benchmark for negotiations between advertisers and media outlets. Before any negotiation can take place, both parties will typically refer to the card rates as a starting point.
The pricing structure for a media outlet's rate card typically accounts for various factors such as target audience demographics, placement time (prime-time vs off-peak), and demand levels. Some media outlets will offer discounts on published rates based on bulk booking or long-term contracts.
Yes, absolutely! Most rates cards are open to negotiation based on factors like frequency of advertisements booked or spending levels with the outlet. However, note that there may be certain restrictions in place i.e., "no further discounts available beyond x amount."
When planning an advertising campaign across multiple mediums (TV + print + radio + online), weighing each medium's card rates becomes necessary while determining your overall budget.