According to its findings, advertisers paid €30 (£18) on average for 1,000 page impressions in June 2000, while they now pay €20 (£12). Skilled agencies often even get better deals. Jupiter says the reasons for the sharp decrease lie in a highly competitive market where the supply of space on the numerous sites and sales networks largely exceed the demand for on-line advertising.
Jupiter estimates that the surplus of unsold ad space is worth between €60 million and €70 million every month (£36 million to £42 million). The majority of European publishers has over 60% of unsold ad space. Moreover, a recent executive survey conducted by Jupiter shows that 25% of traditional advertisers find the on-line medium too expensive.