Bronte Media

Now that News Corp is by and large disclosing MySpace’s revenue figures on a quarterly basis we can see whether CPMs are going up or down.

How? By comparing revenue growth with usage. Revenue = usage * CPM.

First revenue: “meaning that FIM’s non-search dollars increased 43% y/y”

Now usage: It looks like comScore thinks that MySpace’s worldwide UV in the fourth quarter was around 100m uniques per month, up from around 80m uniques per month in the corresponding period a year ago.

So if that is 25% UV growth, and 43% revenue growth, that means CPMs went up by 14%.

Conclusion CPMs are going up but not by much and not by the factors they need to be for them to be great businesses instead of very good ones.