1) According to the Association of National Advertisers, the average CPM continues to decline and is now at about $20 per thousand. Stamler, B. (2000, September 20). Those banners ads keep on waving, but they’re singing a different tune.  The New York Times. p. 46.

2) According to a new survey conducted by Nielsen/NetRatings, children between the ages of 2 –11 are five times more likely to click on a banner ad than those between 12-17 years of age, and eight times more likely to click than the 18 –20 age group.  Children under the age of 11 are into online games and may have fun clicking on banners for the sake of novelty, whereas older teens and young adults may think banners are too commonplace to click on. 3

.Johnson, B. (2000, August 14). Nielsen/NetRatings slices click-rate data. Advertising Age, p. 23 .