The average advertising cost for each medium has been calculated and presented in the attached spreadsheet. It has been observed that each medium has a different unit of representing the cost and thus the overall average cost of advertising cannot be deduced or calculated due to this variation.
YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGY
The research was initiated by searching for data through pre-compiled sources like statista, marketsandmarkets, statisticbrain, and other similar research and statistical websites. It was observed that most of these mentioned the average advertising spend for the designated medium no mentioning of the costs of advertising. This was followed by a thorough search through various Australian Advertising Forums & Associations like ADMA, IAA, AANA, with the hope of getting information related to industry averages. This approach also failed to yield relevant data related to the Ad costs for various mediums.
As a next step, each medium was dealt with individually and thus a search for the average advertising cost for each category in Australia was searched. Due to a dearth of pre-compiled data here as well, the triangulation approach was adopted through which we deduced the Ad costs from various players within each category. Since there is always a market competition for pricing at each of the categories, it has been fairly assumed that other players within the respective mediums will have a similar price range. Attention has been paid to consider variations in pricing within the same categories like budget/medium/advanced advertising on TV or local vs. regional advertising through classifieds or radio. We have thus come up to a fair average of Ad costs across each of the medium through the below-mentioned calculations. We have further used current currency conversion rates for converting AUD to USD.
As regards digital field, the average advertising cost (C10 and D10) could not be quoted since the various subcategories like search engine ads, classified ads, display ads, have different units of representation. This calculates the complete digital category quite vague.
The budget broadcast costs $2,395+gst, while medium broadcast costs $5,450+gst and the advanced broadcast costs $9,950+gst.
We thus average out the TV Ad cost in Australia as ($2,395 + $5,450 + $9,950)/3 = $5932+gst.
Applying currency conversion, AUD 5932+gst = $4,010+gst.
The newspaper ad cost rate card on Pg 5, which displays the price of displaying Ads based on the page coverage. The price begins from $2,978.80 for the smallest M2x2 size and goes up to $101,279.20 for a full-page size Ad.
Thus, the average cost lies between (2,978.80 + 101,279.20)/2 = AUD 52,129. Converting this to USD, we get the price as $35,215 per Ad (Incl. of GST).
The average cost of Advertising in Magazine ranges between $198 to $1,100 based on the size of Ads and the number of Ads. This can further vary from +10% to +25% depending on the location of the Ad ranging from the Inside Front Cover to Outside Back cover.
Thus, the average cost is ($198 + $1,100)/2 = AUD 649 per Ad. This, when converted, will be $438 per Ad.
A radio ad can cost between $2,000 to $5,000 per week for smaller regional radio stations while the same can cost around $10,000 for a capital city radio station. Thus, an average radio Ad cost in Australia will be ($2,000 + $10,000)/2 = AUD 6000 per Ad per Week. This will be $4,051 per Ad per Week.
The cinema advertising rates vary based on regional or metro location. Thus, where a regional Ad costs $2450+GST for 15,000 guaranteed views, the same costs $3535+GST for 25,000 guaranteed views. To get these figures at a comparable unit we compute the cost for both locations for 10,000 guaranteed views.
Thus, for regional cinema Ads we have (10,000 x 2450)/15,000 = $1633.33 for 10,000 guaranteed views. Similarly, for metro location cinema Ads we have (10,000 x 3535)/25,000) = $1414 for 10,000 guaranteed views.
The average of above two comes out at AUD 1,524 for 10,000 guaranteed views. This figure stands at $1,029 per 10,000 guaranteed views.
OOH Ad costs are represented as CPM (cost per thousand). The average CPM for OOH in Australia is higher than other comparable markets and stands at AUD 12.20. This when converted, we have the cost as $8.23 CPM.
SEARCH ENGINE ADS
The Ad cost varies between $30-$90 per click based on content and location. Thus, when converted, we have the range at $20 to $60 per click. The average of this is $40 per click.
The average cost of display ads ranging between $1 to $6 for Text Ads and starting at $10 for 3 seconds of Video Ad. Thus, when converted, we have the Text display Ads cost averaged at $2.4 per click and the video Ad costing $6.75 per 3 sec.
ONLINE CLASSIFIED ADS
Online classified ads cost between $286 & $330 per listing (averaging 6-8 photos/ 500 words description). This averages to AUD 308 per listing. Hence, when converted, we have this as $208 per listing.