| 摘要 |
A method for determining fair market values of multimedia advertising spaces during a second time period, these multimedia advertising spaces having been bought during a first time period anterior to the second one by advertisers, includes: collecting and storing audience statistics, advertising revenues and selected target audience categories of each of the advertising spaces during the first time period, distributing the advertising revenues of each of the advertising spaces among the audience categories and summing these revenues per advertising space per audience category for all advertising spaces in order to determine total revenues of all advertising spaces per audience category during the first time period, determining a global price per audience category for any advertising space during the first time period, determining theoretical revenues of each of the advertising spaces per audience category during the first time period, determining average theoretical revenues of each of the advertising space for at least a set of audience categories groups during the first time period, determining a fair market value of each of the advertising spaces during the second time period.
|
