Rates fluctuate by market size.
A dealer in Shreveport may not pay the same as a dealer in LA. This is due to market size and available eyeballs in a market. Before working in Digital I worked in local and national TV sales. There are tiers so if you book a national super bowl ad that runs nationally your commercial would be seen in almost every market i.e. FOX Corp. (Very Expensive because of audience). If you booked on a local network in Dallas your rate would be according to how many people will see you ad in the Dallas Market. If you book the same spot in Waco then your rate would be considerably lower due to the audience that will see you ads.
With digital advertising it goes with how many active shoppers are in the Designated Market Area (i.e. Cars, Autotrader, Edmunds). Tier 1 Markets like LA, New York, San Fran, Chicago, Dallas, Houston, etc. may have a higher rate due to DMA # concentration of Audience than Tier 3 Markets Waco,Temple-Killeen or Des Moines. A dealer in Shreveport might pay significantly less than a dealer in New Orleans. Audience size in advertising produces rates. Our goal is to provide value by measuring the audience size and searches and then applying rates. Lets say there are an active 200,000 shoppers in Dallas for a Toyota and only 50 in Brownsville, TX. Who has the most opportunity to sell the most amount of cars?
In most markets--rates for an overnight or daytime ad would be cheaper than a spot in prime time. More audience in prime time and less in daytime and overnights spots. A typical spot in a B Market for an overnight may be $10 to $75 dollars where a prime spot (NFL) may be up to $10,000 depending on the reach of eyeballs and availability.
I hope this helps with transparency on pricing for vendors.