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Compensation is the amount of money that clients are paying the agency for buying the medium. The percentages reflect the commissions based on the total billings for the medium being bought.

1996 1999*

Network TV: 1.6% 1.0%

Cable TV: 2.5% 2.0%

Syndication: 1.8% 1.5%

Network radio: 2.2% 2.0%

Spot TV: 4.6% 3.5%

Spot radio: 5.1% 5.0%

Spot cable: 7.5% **

Magazines: 2.0% 1.8%

Newspapers: 3.5% 3.5%

Out-of-home: 4.0% 4.0%

Interactive: Fees with margins of 0% to 20%

Source: The Myers Report, February 1996 survey of independent and full-service agency media departments. The 1999 estimates are based on a straw poll of media directors and consultants.

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