Whatever it is, I imagine it was well worth it for the primary sponsor, Red Bull. A lot of the tech was developed just for this jump, so it would be difficult to get a final price tag without including R&D costs (which are already tricky).
Yup, definitely worth it! Imagine almost 5 million people essentially watching an almost 3 hour long (very interesting and groundbreaking!) Red Bull commercial around the world.
I think if we did the math at base advertising/marketing rates - this project would still work out quite cheap for that kind of exposure!
I've been curious for a long time why Ziff Davis devotes so much attention to spamming HN. And then today it clicked after I saw this story at the top or /r/technology submitted a couple hours after it was popular on HN.
HN provides a vector for popular spam submissions here to be legitimately submitted on Reddit, without all the hassle of spam detection and moderators getting in the way.
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[ 4.9 ms ] story [ 36.5 ms ] threadI think if we did the math at base advertising/marketing rates - this project would still work out quite cheap for that kind of exposure!
Daring indeed!
The math: 7.35 average daytime CPM[1] * 5 Million (5,000 thousand) viewers, watching for an average of 90 minutes (* 180 30-second spots) each.
That is: $7.35 * 5000 * 180 = $6,615,000
Of course if the news coverage mentioned "RED BULL SPONSORED DIVER..." then my number gets blown out of the water.
[1] http://infoacrs.com/a/tvads.html Daytime, spot TV, CPM average
Big expense but the exposure is estimated to be worth hundreds of millions if not billions.
HN provides a vector for popular spam submissions here to be legitimately submitted on Reddit, without all the hassle of spam detection and moderators getting in the way.