Reach, Frequency, CPM are the common measures of TV planning. Of the three, CPM is the most widely watched because it has the short-hand advantage of bundling cost and value into a single number. But
our focus on CPM has a price. Few planners believe the lowest CPM buy is best even when there is no sacrifice in Reach or Frequency. And yet few planners are able to fully justify paying more money
for the same number of exposures.
Read the whole story at Ephron on Media, October 7, 2005 »