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  • Rohit Gupta - Members Speak

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    Sony Pictures Networks India President Rohit Gupta believes the media industry should migrate to using CPT (cost per thousand impressions) instead of CPRP (cost per rating point) as the currency for media buying. Using CPT provides a common denominator to compare TV, print, and digital mediums, allowing buyers to analyze which channels are most efficient based on CPM. This change would streamline media planning and buying by making the process easier to understand.

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    Sony Pictures Networks India President Rohit Gupta believes the media industry should migrate to using CPT (cost per thousand impressions) instead of CPRP (cost per rating point) as the currency for media buying. Using CPT provides a common denominator to compare TV, print, and digital mediums, allowing buyers to analyze which channels are most efficient based on CPM. This change would streamline media planning and buying by making the process easier to understand.

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    © All Rights Reserved
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    37 views1 page

    Rohit Gupta - Members Speak

    Uploaded by

    umang
    Sony Pictures Networks India President Rohit Gupta believes the media industry should migrate to using CPT (cost per thousand impressions) instead of CPRP (cost per rating point) as the currency for media buying. Using CPT provides a common denominator to compare TV, print, and digital mediums, allowing buyers to analyze which channels are most efficient based on CPM. This change would streamline media planning and buying by making the process easier to understand.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    Rohit Gupta, President, Network Sales and International Business, Sony Pictures

    Networks India on migrating to CPT

    I think it’s important for the industry to start using CPT as a currency over CPRP. Globally,
    media buying is done based on CPT. It is a common denominator that helps you compare
    across mediums such as TV, print and digital. It lets you compare CPM’s and decide which
    medium or channel of communication is more efficient and thus make an informed decision.
    This makes the whole exercise of media planning and buying streamlined and easy to
    understand.

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