Media Guru Q & A: When is Network More Efficient Than Spot?
Media Guru Question: At what point does it become more efficient to buy Network TV versus Spot TV? Is there a number of markets or CPPS?
Media Guru Answer: The answer varies by demographic, daypart, whether you’re counting markets from the top down and how efficient your network vs spot buyers are. The approach is to use SQAD or whatever your local CPP records source and add market CPPs until the equal your national CPP.
The break even could come around 50% – 75% US.
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