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How much will yoU pay for 5 million hits per day ?

Posted by imark | Under Case Studies Monday May 12, 2008

OK! A quick question: How many $$ is a million hits per day worth for? Of course there is no definitive answer to that question and I don’t think an industry benchmark exists for it.

When it comes to the traditional medium of advertising (the idiot box!) there are definitive models used by broadcasters and Television channel owners to ask for a price. Factors involved in quoting a price primarily consists of the viewership (TRPs) and the length of airtime involved.

What would be an analogues model on the web? It’s not very complex on the web. It basically boils down to Number of hits and the ad size and placement. But how much would you charge?

Here is a case in point: The Indian Railways online booking website invited bids for ad space on their site, perhaps one of the most viewed websites in India (irctc.co.in) . They receive around 5 million hits per day (The newspaper ad did not mention whether these were unique hits), and they have quoted an earnest money of Rs 600000 ($15000) for an ad on their pages for a period of two years.