Why Ad Revenue Rises and Falls Through the Year
By Adsonmarket Editorial Team ·
Same traffic, different month, different income. Advertiser budgets follow a calendar, and publisher RPM follows them.
The yearly pattern
Budgets are often strongest in the run-up to year-end shopping and weakest early in the year when new budgets are being set.
Quarter effects
Many advertisers spend more at the end of each quarter.
Plan around it
Publish evergreen content before Q4 and avoid judging changes in January.
Example
Same traffic, two months
A gadget blog earned $820 in December and $430 in January with almost identical page views.
Step-by-step
- Compare RPM month by month
- Note recurring dips
- Schedule big content before peaks
- Judge experiments year-over-year
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