Here’s the quote I found of interest:
Clients, nevertheless, are willing to play with higher sums. Advertisers will spend more than $1 million for a viral video campaign now, says Smith, a far cry from the $10,000-$20,000 he and Robinson charged for their earliest projects. “The market is maturing,” he says. “It has been a little bit slapdash and little bit adolescent until now. As budgets grow, there needs to be more rigor and professionalism brought into the process.”
This is a little missleading because earlier viral videos were covering production only. Now some deals are involving media dollars and larger payments to known creators.