The 2004 and 2005 GMCC data has been provided by the global media agency group, OMD, unlike the data for earlier years which was supplied by Mediaedge:cia
The estimation of average costs for a particular medium is not an exact science. For example, in the newspaper sector, actual costs will vary considerably from publication to publication and an overall average figure will depend on how the advertising expenditure is split by title. Further, within a particular title, the cost for an ad of a specific size will vary depending on a number of factors: special positioning requirements, seasonality, availability of space, volume discounts etc. Although the costs shown here relate to a “typical schedule”, one media agency’s view of what comprises a typical schedule may differ from another agency’s view. For this reason, the 2004 and 2005 data, while broadly conforming to the same definitions, is not directly comparable with previous years.
The more recent data also excludes outdoor which had been included in previous years. Unlike other media, there is an absence of standardisation in outdoor panel sizes which makes any comparison between countries potentially misleading. Costs for other media are based on the following spaces/time periods except where other sizes are indicated on the report tables:
| Television | 30 seconds |
| Newspapers | A4, black and white |
| Magazines | Page Colour |
| Radio | 30 seconds |
| Cinema | 30 seconds |
Users of this data should take particular note of the target audience definitions. For example, in most countries “adults” will be defined as individuals that are over a certain age, perhaps 15 or 18. However, in some countries, the standard definition includes an upper age limit so, for example, the German data is based on adults aged 14 to 49. Any narrowing of the audience definition will reduce the size of the audience and therefore increase the recorded cost per thousand figure.
The costs shown are after the deduction of negotiated discounts, but before the deduction of agency commission. 'The cost per thousand figures have been calculated by dividing the cost per hundred GRP (Gross Rating Point) figures by the relevant universe (population). The conversions from local currency to US$ have been carried out using exchange rates at the mid-point of the relevant year.
