nanog mailing list archives
Re: Network end users to pull down 2 gigabytes a day, continuously?
From: Marshall Eubanks <tme () multicasttech com>
Date: Sat, 13 Jan 2007 06:12:10 -0500
On Jan 12, 2007, at 11:27 PM, Mikael Abrahamsson wrote:
On Fri, 12 Jan 2007, Gian Constantine wrote:I am pretty sure we are not becoming a VoD world. Linear programming is much better for advertisers. I do not think content providers, nor consumers, would prefer a VoD only service. A handful of consumers would love it, but many would not.My experience is that when you show people VoD, they like it. A lot of people won't abandon linear programming because it's easy to just watch whatever is "on", but if you give them the possibility of watching VoD (DVD sales of TV series for instance) some will definately start doing both. Same thing with HDTV, until you show it to people they couldn't care less, but when you've shown them they do start to get interested.I have been trying to find out the advertising ARPU for the cable companies for a prime time TV show in the US, ie how much would I need to pay them to get the same content but without the advertising, and then add the cost of VoD delivery. This is purely theoretical, but it would give a rough indication on what a VoD distribution model might cost the end user if we were to add that distribution channel. Does anyone know any rough figures for advertising ARPU per hour onprimetime? I'd love to hear it.
Generally, in the US, the content is sent to the cable company with Ads already inserted, although they might get their own Ad slots. You would need to talk to the source, i.e., the network. Since you would be threatening the business model of their major customers, you would need patience and a lot of financial backing.
For the US, an analysis by Kenneth Wilburhttp://papers.ssrn.com/sol3/papers.cfm?abstract_id=885465 , table 1, from this recent meeting in DC
http://www.web.virginia.edu/media/agenda.htmlshows that the cost per thousand per ad (the CPM) averaged over 5 networks and all nights of the week, was $ 24 +- 9; these are 1/2 minute ads. The mean ad level per half-hour is 5.15 minutes, so that's 10.3 x $ 24 or $ 247 / hour / 1000. This is for the evening; rates and audiences at other times or less. So, for a 1/2 hour evening show, on average the VOD would need to cost at least $ 0.12 US to re-coup the ad revenues. Popular shows get a higher CPM, so they would cost more. The Wilbur paper and some of the other papers at this conference present a lot of breakdown of these sorts of statistics, if you are interested.
Regards Marshall
-- Mikael Abrahamsson email: swmike () swm pp se
Current thread:
- Re: Network end users to pull down 2 gigabytes a day, continuously?, (continued)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Travis H. (Jan 21)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Petri Helenius (Jan 21)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Stephen Sprunk (Jan 21)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Joe Abley (Jan 21)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Steve Gibbard (Jan 21)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Alexander Harrowell (Jan 21)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Stephen Sprunk (Jan 21)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Alexander Harrowell (Jan 21)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Perry Lorier (Jan 21)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Travis H. (Jan 21)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Marshall Eubanks (Jan 13)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Mikael Abrahamsson (Jan 13)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Marshall Eubanks (Jan 13)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Mikael Abrahamsson (Jan 13)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Marshall Eubanks (Jan 13)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Gian Constantine (Jan 13)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Stephen Sprunk (Jan 13)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Roland Dobbins (Jan 13)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Mikael Abrahamsson (Jan 14)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Travis H. (Jan 19)
- Re: Network end users to pull down 2 gigabytes a day, continuously? Marshall Eubanks (Jan 13)