×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

MEDIA BUYING COMPENSATION RATES

Published on .

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.

Most Popular
In this article: