We always negotiate based on cost per point because we can secure competitive rates when buying based on a program’s ratings.
If we negotiated “blindly” and/or based on tracking results, we would not be using market knowledge and could end up paying too much.
Instead, we negotiate rates and ratings with the information we have from Nielsen and SQAD. We also consider historical rates and pre-emption information.
NEXT: BELIEF #2 .TRACKING.