CPRP
CPRP (Cost Per Rating Point) is a common way to measure the cost-effectiveness of TV advertising. In simple terms, it shows how much money an advertiser needs to spend to reach 1% of their target audience. This helps advertising professionals compare different TV advertising options and make smart budget decisions. It's like calculating the price per person reached, but specifically for television viewers. Media buyers and planners use CPRP to determine if they're getting good value for their client's advertising money.
Examples in Resumes
Reduced client's CPRP by 25% through strategic media buying
Managed $2M television budget while maintaining competitive CPRP levels
Negotiated media deals resulting in lowest CPRP in company history
Typical job title: "Media Buyers"
Also try searching for:
Where to Find Media Buyers
Professional Organizations
Job Boards
Professional Networks
Example Interview Questions
Senior Level Questions
Q: How would you develop a TV buying strategy to lower CPRP while maintaining reach?
Expected Answer: A senior buyer should discuss analyzing audience data, negotiating better rates during non-peak times, using a mix of prime and off-prime programming, and leveraging multiple channels to optimize spending.
Q: How do you adjust CPRP expectations across different markets and seasons?
Expected Answer: Should explain how market size, competition, seasonal events (like holidays or sports), and local viewing habits affect CPRP, and how to set realistic targets accordingly.
Mid Level Questions
Q: What factors do you consider when evaluating if a CPRP is competitive?
Expected Answer: Should mention market averages, target audience composition, time of year, program popularity, and historical performance data for similar campaigns.
Q: How do you explain CPRP performance to clients?
Expected Answer: Should demonstrate ability to translate complex metrics into clear business value, using comparisons to industry benchmarks and explaining impact on campaign goals.
Junior Level Questions
Q: Can you explain what CPRP means and how it's calculated?
Expected Answer: Should explain that CPRP is Cost Per Rating Point, calculated by dividing the cost of an ad spot by the rating points it delivers, and why this matters for media buying.
Q: What tools do you use to track and report CPRP?
Expected Answer: Should be familiar with basic media planning software and rating systems like Nielsen, and understand how to pull basic CPRP reports.
Experience Level Indicators
Junior (0-2 years)
- Basic understanding of TV ratings and costs
- Ability to calculate simple CPRP metrics
- Knowledge of media planning software
- Basic market research skills
Mid (2-5 years)
- Strategic CPRP optimization
- Vendor negotiation skills
- Campaign performance analysis
- Budget management expertise
Senior (5+ years)
- Advanced media strategy development
- Cross-platform media optimization
- Team leadership and client management
- Market trend analysis and forecasting
Red Flags to Watch For
- Unable to explain basic CPRP calculation
- No experience with media planning tools
- Lack of understanding of ratings systems
- Poor negotiation skills
- No knowledge of TV buying processes
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