Hi all,
Appart from the codec used, the compression bit rate depends on the kind of content to be encoded, and other factors such as the resolution of each frame, as well as the structure of the encoded pictures (in MPEG terminology, a GOP).
Sports are difficult to compress because they have a lot of movement. On the other hand, news or cartoons are not so bandwidth demanding.
MPEG-4 part 10 (H.264) is currently becoming one of the best choices in terms of quality and bandwidth required.
Regards,
dmb01