Your client has given you approval to book a full campaign that runs from February through to September. You book in the February burst first, and notice that you are able to achieve a much lower CPT than the campaign average CPT (the goal over the 7 months from February - September). With this cost savings you suggest buying more on-air weeks. Is this a good suggestion?

Your client has given you approval to book a full campaign that runs from February through to September. You book in the February burst first, and notice that you are able to achieve a much lower CPT than the campaign average CPT (the goal over the 7 months from February - September). With this cost savings you suggest buying more on-air weeks. Is this a good suggestion?

• A. No, because if you have a TV plan that covers more than one month, you should not be working to a campaign average CPT, you should be working to a monthly CPT.
• B. Yes, as the TV planner's CPT analysis is generous, and more weeks on air is a good suggestion.
• C. No, because with the cost savings you should look to buy better quality programs, and keep the number of on-air weeks the same as what's on the plan.
• D. None of the above.

Answer: (A)

Pacing a multi-month TV plan should be governed by monthly CPT targets rather than the campaign-wide average. Cost per thousand can swing month to month because of inventory, program mix, dayparts, and seasonal demand, so the February CPT being much lower than the 7-month average doesn’t guarantee future months will be as efficient. Using that one-month savings to buy more on-air weeks without re-forecasting risks overspending, disrupting the schedule, or diluting effectiveness if later months have higher CPT or different audience dynamics. The smarter move is to keep each month aligned to its own CPT target and reallocate within the plan only after reviewing the upcoming months’ feasibility and budget, preserving the overall flighting and reach goals.

Pacing a multi-month TV plan should be governed by monthly CPT targets rather than the campaign-wide average. Cost per thousand can swing month to month because of inventory, program mix, dayparts, and seasonal demand, so the February CPT being much lower than the 7-month average doesn’t guarantee future months will be as efficient. Using that one-month savings to buy more on-air weeks without re-forecasting risks overspending, disrupting the schedule, or diluting effectiveness if later months have higher CPT or different audience dynamics. The smarter move is to keep each month aligned to its own CPT target and reallocate within the plan only after reviewing the upcoming months’ feasibility and budget, preserving the overall flighting and reach goals.