Typical local/agency spot pricing for TV, is always based on a 30-second spot at the standard $10-12 CPM level. Typical radio advertising pricing is based on a 30-second spot about 75% of the time and a 60-second spot 25% of the time. The standard CPM level for radio is also in the $10-12 CPM range. Theoretically if you wanted to run a 120-second spot, they would want 3 times the standard rate (playing by the stations rules.)
Still confused? Why would they want 3 times the rate when it’s 4 times as much time? A 30 second CPM of $10 would only be $30 for 120 seconds instead of $40? Nobody ever accused TV and radio stations of being logical. Based on many years of watching the industry, they typically charge 3 times the rate for a 120-second spot. I assume their reasoning is because they do not sell a 90-second spot so they charge double for a 60 and triple for a 120.
Of course with our “name your own wholesale price” program, it does not matter. We make offers to the stations for the length of spot you want to run and what you are willing to pay. Their pricing games are irrelevant. They can either take your offer, or leave it. There are plenty of hungry stations, someone will always take it.