The ad industry sees variations in RPM throughout the year in relation to advertiser spending trends. You can see your RPM spike or drop due to fluctuations in your traffic makeup (read more about that here), but it can also be due to larger industry changes in advertiser spending.
Here is a chart that shows quarterly trends in RPM (the average of all months within the quarter), reflecting seasonal advertiser spending:
Within each quarter, there are also some typical patterns that emerge:
Advertisers tend to spend less at the beginning of the quarter and spend the most at the end of the quarter.
At the beginning of each quarter, they are in a period of resetting budgets and allocating funds for the rest of the quarter. As you approach the end of each quarter in general, and especially approach the holidays at the end of the year, advertisers are eager to spend the remainder of their budget, so spend and RPMs increase.
Within each month, you’ll likely see similar trends from week to week. Spending starts out slower at the beginning of the month and peaks just before the end of the month.
Within each week, you may notice the same pattern repeating. Advertiser spending tends to be lower at the beginning of the week (Mondays and Tuesdays) and rise towards the end of the week and over the weekend.
Hopefully this helps as you track your own RPMs throughout the year, but you can always feel free to reach out to us if you experience any alarming drops or just want to get some more information about what’s playing into your own RPM trends.
Read also: What goes into RPM?