The cost per thousand (CPM)for each program must be calculated against the size of the target audience,not the whole market.

Question

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By calculating CPP, the media buyer can compare the cost of a rating point from one program or network to another. But rating points relate to the whole market. The real important figure is the cost of reaching 1,000 prospects in the target market. That's why the CPM must be calculated against the size of the target audience, not the whole market.

The Cost Per Thousand (CPM)for Each Program Must Be Calculated