Global media costs are forecast to increase by 3.0% this year following a 1.0% dip in 2020, according to the latest data from ECI Media Management. All media bar print are expected to see costs rise this year.

Why it matters

CPM is going to increase this year, though will likely remain below the levels seen in 2019. As costs rise, understanding whether the audience is actually paying attention to the ad is vital – a proposed 'attentive CPM' may prove a useful metric for advertisers to track.

Takeaways

• While 'attentive CPM' may be a valuable metric,...