How do you really compare advertising opportunities?

What is the "PAR" Factor? (Prolonged Ad Residual)
The "PAR" Factor is an advertising metric that factors in your length of message along with an allowance for your ads demographic efficiency. "PAR" is measured in Impression Seconds per Dollar.

For the purposes of this analysis, all ad costs were normalized to 1000 impressions for comparison.


Medium Impressions Time(sec) Cost "PAR" Factor with any Audience Target Demographic Efficiency "PAR" Factor with Target Audience
MyLoopCard1 1000 400 $40.00 10,000 100% 10,000
Radio2 1000 30 $5.25 5,714 10% 571
Newspaper3 1000 120 $160.00 750 50% 375
Direct Mail4 1000 60 $40.00 1,500 100% 1,500
Television (cable)5 1000 30 $20.00 1,500 20% 300
Television (broadcast)6 1000 30 $13.33 2,251 20% 450

Notes:

  1. Based on 40 ad views per card at an average of 10 seconds. Assumes the $1000.00 2x2 ad. Factor increases with larger ads.
  2. Based on the lowest radio ad rates available.$5.25 per thousand listeners per 30 seconds.
  3. 40 dollars per square inch compared to a 2x2 myLOOPcard ad. 2 minutes average exposure to the reader.
  4. Based on $800.00 for 20K direct mail pieces with an average view time of 60 seconds. (generous)
  5. Based on $40 for an ad that reaches 2000 people. (this is lowest cable rate)
  6. Based on $400 for an ad that reaches 30,000 people.

Value for your advertising dollar

Firestone Farms on MyLoopCard.com