A group of broadcasters and media shops are recommending that buyers and sellers agree to four new business practices, ultimately changing how spot TV has been bought and sold for 40 years.
The recommendations, unveiled earlier this week during the American Association of Advertising Agencies annual conference in San Francisco, grew out of the organization’s Project Reinvention, an initiative set into motion three years ago to update buying and selling practices across all media.
Instead of negotiating buys based on cost per points (CPP), the parties would negotiate based on impressions (cost-per-thousands or CPM), as is the practice in other media.
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