Is TV Ready To Move From CPP To CPM?

Nielsen has the data to facilitate the switch to CPM (cost-per-thousand) buying. In fact, some spot TV buyers and sellers are already using CPMs for buys. Looking ahead, CPMs will make it easier for buyers to incorporate TV stations into the next phase of media buying — automated buying. On the other hand are the arguments against switching to CPMs, notably that spot TV is at risk of being commoditized if buyers throw it into one pool with other media types. “Right now, there are more questions than answers,” says TVB’s Abby Auerbach.